If your dog is anything like my dog Harold, after 10 minutes playing outside he smells like he spent the afternoon rolling around in a dumpster. Either I put him in a protective bubble when he plays outside or bathe him weekly. (Although a dog in a bubble would be hilarious, weekly baths prevailed.)Of course with so many baths I worry about dry skin. I tried a dog specific shampoo but after multiple baths his skin was dry and itchy. When Harold is itchy he rolls around in the grass to scratch his back making him smell even worse. To avoid drying out his skin I found that Johnson and Johnson's Baby Shampoo works best. It is gentle on his eyes and it gets him clean as well. Even though baby shampoo moisturizes his skin better then dog shampoo, during the winter his skin can get extra dry. After baths I brush in a spray on dog hair conditioner by EFA Hylyt. I originally purchased it from the Vet but you can also find it online.
The combination of Baby Shampoo and leave in conditioner keeps his hair soft as well and moisturizes his skin. No need for fancy dog shampoo that leaves the dog smelling like flowers. Even if your dog isn't as smelly as Harold, try Johnson's Baby Shampoo, it's cheaper then dog shampoo and smells great.