Weight Changes and Itchiness?

So, I thought about posting this as a general question, but when I tried googling key words, I couldn’t find anything that looked helpful. Therefore, I didn’t think there was a definitive answer, so decided to go for the poll instead.

I think it is pretty common knowledge that rapid weight gain can cause itchiness, presumably from stretching the skin. Take for example a pregnant woman whose tummy is in the rapid growth (or creation of stretch mark) phase. It is common for her belly to be itchy during this time.

A friend and I seem to have noticed that the same also seems to apply when losing weight. I have been dieting and notice that I am generally, mildly itchy - exactly where seems to change (face, stomach, arms, thighs). I do not have a dry skin problem and am not usually itchy otherwise. I have not changed hygiene products of any kind recently, either. My friend is also dieting and only notices the itchiness in the areas he is losing from (he has more localized deposits, such as love handles and a gut, where I am more general in carrying my extra weight and female.)

Has anyone else ever noticed being somewhat itchy while losing weight? Anyone know why? You don’t get reverse stretch marks for going down too quickly or anything.