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As blood vessels and capillaries swell with more oxygenated blood to meet the demand, pressure is exerted on the receptors and the brain mistakenly interprets these signals as itching. This may be limited to one area of the body, such as the thighs, or may involve the entire body. Massage is noted for being able to similarly increase circulation and has been known to provoke a similar effect in some patients. There is nothing much to worry about as it is normal skin reaction in some people.
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