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Hi this is Dr. Gabby.
If the rash showed up the day after you used the shampoo and conditioner then that is a likely culprit.
I would wash him again in an oatmeal shampoo and rinse very well.
You can buy an e-collar (cone collar) at Petsmart and that will help stop the licking as he will not be able to reach his groin with the e-collar on.
For itching you can give him benadryl by mouth. 1 mg of benadryl per each pound of dog every 12 hours. For example a 25 pound dog would take 25 mg of benadryl every 12 hours. You can use the liquid or the pill form.
Topically you can mix neosporin and hydrocortisone cream 50:50.
Apply that to the rash twice a day. It is not toxic if he licks it. But if he licks it off then it will not help.
On Monday if he is no better then he should see a vet.
Does that help? Do you have any additional questions?