any soap will actually kill fleas. its the lather that suffocates the flea and kills it which is why your not suppose to wet the dog before you bath to get rid of flea. when fleas are first drenched with water they can kinda put themselves in a bubble to get away from teh water. However if you put the shampoo directly on the dry dog, or put diluted shampoo directly on the dog you are more likely to get rid of fleas. if you have a huge flea problem tho, its not gonna work.
i like this shampoo because it has the oils and scents in it that repel fleas and ticks. my dog isn't outside that much where she is going to attract that many bugs so this for us works. however if she was going to be outside more often, say at the dog park, or in more bushy/treed areas i would use another method of protection.
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