Shave.
Seriously, I've had a beard since for thirty years, and, having shaved it off and grown it back a few times, I've learned a few tricks.
If your wife will tolerate it, rub some Vicks Vapor Rub on your face before going to bed. It chills the itch down a little.
Exfoliate every other day or so using this:
http://www.aveeno.com/productDetail.do?prodid=3672
It helps remove the layers of dead skin typically removed by the blade when shaving, thus reducing "face dandruff" and the resulting itch. :yuck:
Don't use alcohol on your face as it will dry out and irritate your skin even more.
Wash it daily like you would the hair on your head, unless you need documentation of what you've eaten during the day/week/month.
People think it's easier to grow a beard than shave. Not true. In addition to the daily cleaning routine, it should be trimmed at least once a week once it reaches the length you desire. Learn to do this yourself. It's cheaper than a weekly visit to the barber.
Keep it neat and the chicks will dig you. Trust me. :yes: