I have a papillon I bathe every 5-7 days, because of his allergies. I tried only washing him once a month (as is recommended) and it was disgusting. With my dogs that I bathe rather frequently, I don't have to use shampoo made for farm dogs that get a bath once a year, or really strong stuff with color enhancers because they never get dirty enough to need them. A mild shampoo with a bit of conditioner seems to do well, and I'd rather have my dogs clean and looking/feeling great than not. Plus, with a 10 week old puppy, he needs to learn that bathtime is just a part of life hereOnce a week is alright, as long as you use a shampoo made for dogs and rinse the hair very well. I wash my shih tzu every week because I prefer her to be very clean, and she has no skin issues. I use an oatmeal shampoo.