We generally dilute all of our shampoos and uch before using, unless its a medicated/flea type that needs to be full strength. The reason for this is that when diluted, it is more easily rinsed out completely than the original thick gel on the skin is. Left behind shampoos/cond can irritate the skin.
I never dilute it either. The same thing happened to my father. He can't see without his glasses. I had taken my dog a bath in the bathtub and left the dog shampoo out. My father took a shower and used the shampoo. The next day everyone at work ask if he had got a hair cut. They said his hair look soft and it stayed in place. He came home telling us everyone likes his hair at work. So we questioned what shampoo did he use. He hands it to me and I said this is Cookie's dog shampoo.
My poor dad, He also tasted dog food by accident. I had put it on a paper plate in the refrigerater and he thought it was beans and got a tortilla chip and ate some, but it tasted different to him. He asks my mom "Please tell me that was beans in the refrigerater". She said No I haven't cooked yet.
No it says to dilute it in a bucket of water cause in case you didn't know it, there's a lot of surface on a horse's body, and it's easier to dip a sponge in watered shampoo to wash the horse than to keep having to squirt it on directly...you have to work real fast otherwise to keep the shampoo from drying on the body parts while you're at the other end. Kind of like waxing a car.. you do it in sections