I use 4-Legger.
It is not fruity, but it smells great, lasts a the whole week, is all organic, is approved for people and dogs, has a natural flea repellant, it only takes a small amount to do the job (1 teaspoon), my hands feel soft and smell great when I am done, I do not have to use a separate conditioner on Mario, and they use no animal testing.....whew!!! My little hardly EVER itches, maybe a few times a month and has never had dried skin.
Amazon