I guess you may have alrady tried it, but I did find using a body brush prior to showering helped me with this. For those that dont know, its this brush thing (kind of like an oversized nail brush, using natural fibers) you use on your body that gets rid of dead skin and increases blood flow/circulation. Really 'wakes up' your skin. Does hurt a little the first time you use it, but you get used to it very quickly and I very much enjoy the feeling now.
Anyway, cellulite is one of those things that is dependant on both genetics and lifestyle. Some people are born lucky and just seem to have smooth skin - others have to work at it!
Increasing the circultation and blood flow to the affected areas should help, and exercising and toning the muscle would, i imagine, improve the appearance of the area regardless of whether or not it directly affects the cellulite.