Five quiet minutes, at the end of the day.
There’s a version of caring for a dog that’s a chore on a list, and a version that’s one of the better parts of the week. The difference is almost entirely in how it’s sequenced. This is how we do it: the bath as an occasion, the evening brush as a habit, and the small daily attentions that keep everything else easy.

How the week goes.
A quick pass with the Everyday Spritz and a brush. If they’re settling for the evening, the Paw and Nose Balm, worked in while they doze.
The brush, on the rug, from the shoulders down. This is the habit that does the most work in the whole routine, and it’s the one people skip. The Dental Spray belongs here too.
The bath. Shampoo, then Conditioner, then a proper towel-dry. Not a task. An occasion.
The Soothing Coat Treatment on the spot they keep returning to. Two or three times a day, worked in gently, until they forget about it.
Six steps. Take your time.
Ten minutes of brushing before water saves an hour of untangling after it. Water turns a small knot into a mat. Work through the tail, behind the ears, and the back of the legs.
Really wet, down to the skin. On a double coat this takes far longer than it looks. Most bad baths are a rinsing failure disguised as a shampoo failure.

A small amount of shampoo, less than you think, worked in with your fingertips. Clean the face separately with a damp cloth. Take your time. They’re not in a hurry.
Until the water runs completely clear, and then once more. Leftover product is the most common cause of an itchy dog after a bath.
A minute of conditioner on the tail and the back of the legs. Stand there with them. Rinse thoroughly.

Towel firmly, all the way to the skin on a double coat. Brush through while the coat is still just-damp and let them air-dry if the room is warm. A spritz on the walk tomorrow keeps it there.
The part that is not about the shampoo.
Test it on the inside of your wrist. What feels pleasant to you is often too warm for them.
A towel or a mat in the tub. Most bath anxiety is actually slipping anxiety.
It doesn’t matter what you say.
A towel, a treat, and thirty seconds of undivided attention at the end. They will remember the ending more than the middle.
Never bathe an anxious dog in a hurry. A bad bath sets the next five back.
They will not remember the shampoo. They will remember that you stayed.