Smells nice, not too much
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I was surprised that my cats didn't object at all to being rubbed down with this stuff--you don't need to add water, but the shampoo itself is still wet and cold--but then I looked at the Vet's Best website and saw that the shampoo is claimed to have a "calming fragrance." So it probably has some of that flower essence stuff in it that's supposed to chill cats out. And I did rather like the smell myself: very subtle, slightly herbal, not perfumey, not cloying (though anything would have been better than the "before" state of my one appallingly stinky cat, sadly nicknamed Pepe Le Pew). A day later, both cats smell pretty much like air, which is ideal.

Easy to apply
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I've used a powdered waterless shampoo on the cats previously (Dry Shampoo Powder for Cats 8oz (Four Paws)) but it's difficult to brush out, the powder ends up flying everywhere, and the cats smell like perfume afterward; not good. This foam-style shampoo is much less messy to apply. The label says to massage it in, and then brush it out. I rubbed it on with my hands and then brushed it in some more; not sure if that counts as massaging, but I didn't want to have the cats get squirmy because I rubbed their fur the wrong way. Then I brushed the cats again after the shampoo dried--about ten minutes later. Even while wet, the shampoo did not make their fur feel at all sticky. I was a little concerned when ol' Pepe Le Pew immediately started washing himself, as soon as he got off my lap. That's why I went to the manufacturer's website, to make sure that that was okay. Neither the label nor the website says anything about keeping your cat from washing while the shampoo is still wet, and both cats seem perfectly healthy 24 hours later.

Cleans cats?
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My cats are mostly black, and I didn't earnestly try to wash their white paws, so I can't say whether this product would actually remove visible grubbiness from a light-colored cat. But the stinky one no longer smells bad, which was the goal. Yay! And both cats were soft and extra-shiny until they started roughhousing on the floor and got all dusty again.

So, in sum, I'm happy with this shampoo and its results, and the cats don't seem to mind it at all. It definitely combats odor, and it appears to moisturize their coats. If your cat's visibly dirty, you may have to work harder at scrubbing the shampoo in than I did, but otherwise it's very easy to use.

UPDATE: I decided to read online about Neem Oil, and have since decided the "potential" "might" exist for some rather unwelcome side-effects. There are some general advisements out there that say precautions if you are pregnant, diabetic or avoid around children. You can google your own info on the Neem Oil and be informed before you decide if you will use it. I use it sparingly on the cats to freshen their coats here; maybe once every couple of months.

Our 9 yr. old cat has claws and hates a bath. Anyway, this has a simple to use depresser button which quietly dispenses a cleansing foam. It has an herbal/botanical fresh scent which is clean - but not obnoxious at all. I am very scent-sensitive and allergic to all perfumes and artifical scents. This causes me no problems.

First, I comb him gently with the Furminator for Cats. Shake the bottle and "prime" it with a few pumps of the depressor. I only use about 3 to 4 squeezes on a damp, warm washcloth or folded toweling. I don't put it directly on his body. The use of the washcloth or toweling spreads the shampoo and it applies more evenly. I massage it all over his body and rub it in well. No need to saturate the cat. I might suggest you then use a clean, warm washcloth to again go over the body and make sure you're not leaving too much residue on the coat.

He smells clean, not perfumey. I think this is a good option for a cat who cannot take a full bath. I preferred to keep my skin intact, rather than risk the drama of the tub. A very good product and would buy again.

My cats dandruff was out of control which is why I got it. I waited until she was sleeping on my lap. My boyfriend shook it up, put it in my hand and then I put it on as if I was petting her and then went opposite to get it to her roots. She was very calm through the whole thing and was not agitated afterwards.

Her dandruff is gone, her coat is no longer oily and matted, and she doesn't hate us.