My scar never itched...it was the hair growing back that itched like crazy. I didn't use any lotions or things like that I just would gently itch or rub the area. You don't want to itch or rub your incision too hard. Also, making sure you're incision is dry after bathing may help too. Hang in there, after your hair grows back the itching will go away.
My incision itched very badly, actually got an awful rash all around it about a week PP. Turns out I was allergic to the tape and steri strips. I ended up seeing my doc to rule out infection. Alternating benedryl cream with Hydrocortosone (sp) really helped.
Re: crazy pp itching