Soap and Glory was very popular on this forum last year, its the Firminator cream. Palmers cocoa butter firming cream also had its fans.
I apply all sorts, used Nivea's firming lotion today.
Dry body brushing also recommended, except you do it after your bath or shower. Brush towards the heart, then apply the chosen lotion/cream.
This was hot stuff last year on the forum, with good recommendations from beauty therapists as to how beneficial it is!