I got a vibrating massage chair mat and my sides start to itch like 5 minutes during the massage. why?

The vibration excites the nervous system and all the superficial nerve endings in the skin. This action on the nerves tells the body to open the capillaries (tiniest ends of the blood vessels) so it can bring in more blood to the area. The itching sensation can be a result of this action, having thousands of capillaries opening and blood rushing to these areas all at once, which then begins to quick expand the skin all at once as well. Some people feel itchy, some feel tingling and some feel warming as the primary sensation from these vibrating massage devices.

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