both of my dogs do this but I think it is more trying to get the smell off than it really itching... as soon as they smell it they start acting like it is stinky and sneezing and raising a rucus, and after I put it on they start doing a holy roller act on the carpet, then they will jump up and sniff at their back side and start another rolling routine... (they do the same thing when I spray the air freshner in the house as well)