This shampoo has a nice lather and it is good and concentrated, so a little goes a long way. The smell is slightly medicinal, but not overpowering or bothersome for you or the dog. I wash the dog twice, first time to get past the oil/dirt layer, the second to get to the skin so it can work its anti-itch magic. I'm sure this helps alleviate some itchiness, but there are many things that can make a dog itch. If it does not improve seek advice from a veterinary professional.
This shampoo has a nice lather and it is good and concentrated