I honestly don't know if stretch marks ever go away. They do fade to a whitish appearance over time. I'm thinking maybe the massaging has increased blood supply to the area and they are temporarily reddening? I don't know if the cream really will make a difference, but they should fade with time.
I luckily didn't ever get stretch marks on my belly, even when pregnant. But I've had them on my upper hips and breasts since I was a teenager. It seems like I used cocoa butter cream at least during one of my pregnancies, but not sure if it helped or I was just lucky. It may be heredatary or just hormone balance that decides where/if you get them at all.
Cocoa butter containing creams have always been recommended for
preventing stretch marks, but I'm not sure they will take them away. Have you looked into Mederma?
http://www.mederma.com/ It might be worth a try or their website might have some suggestions.