Hi
Could some wise person tell me why it is necessary to dilute shampoo rather than rubbing it on the coat and then applying water to encourage a lather?
Haz

I dilute shampoo in a plastic jug simply to spread it evenly through the coat. You will use alot more shampoo if you use it neat, and that might be irritant to the skin in concentration.
Dawn R.

With my breed it is the only way to get the coat wet through to the skin.

Yep, but I can testify that with one shake I was wet through very quickly. Madam jumped outof the bath too while I was getting my face dry :D

Hi Bramble - depends on the shampoo. Most dog shampoos are very concentrated, and using them neat would be too strong a concentration, leading to skin irritation and damage to the coat with continued use. If using human shampoo depends on coat type if you need to dilute - it can make it easier to work through and rinse out.
Bye
Gwen