White Coat Brightens Whites. Refreshing Fragrance This unique whitening formula gently cleans and conditions while making your pet’s coat whiter and brighter. Rich botanical conditioners create a healthy sheen while preventing dry skin and tangled hair. Natural protein highlights all colors naturally. White Coat makes your pet’s coat show white. Available Sizes: 20oz Directions Wet coat and apply a generous amount of shampoo, massaging it well into the coat. Rinse thoroughly, then dry. Repeat as necessary.