Called everyday shampoo for a reason, it won't dry or strip the coat of natural oils. Soap-free and hypoallergenic for sensitive or allergic pets (great on your own skin too for professional groomers). Moisturises the coat and actually lifts soil and dirt off the hair for quick, easy rinsing. Speeds up bathing time for busy groomers. You can tell a Fidos dog by the extremely fresh, clean-smelling scentunique to Fidos products, called GFF (Genuine Fidos Fragrance). Best we can describe the fragrance is like Johnson's baby shampoo. Clients love the smell, often gets comments on pick-up. This formula doesn't strip topical flea or tick control products from the skin so doesn't require re-application of long-acting flea control products, ideal for dogs that need more frequent bathing. Gentle enough for puppies and kittens too.