What to do when washing a horses face

Okay, so we had a lot of rain here today (in AZ, nonetheless!) and like all horses, my grey loves rolling in the few patches of mud he can find. Along with the rest of his body, his face is all brown. Usually I just scrub and rinse it off good and shampoo the rest of him up to his ears, but this time I'm thinking I need to shampoo his whole face too. I have the horse shampoos but I was wondering if I should use something like baby shampoo for his face instead? He hates having his face washed and jerks around a lot, and I'm afraid of getting it in his eyes. I've always been taught to just rinse a horse's face, but they've all been black horses and none of them liked the mud as much as this guy. Looking at his white face I think it needs more than just water. And yes, he's the first light-colored horse I've had and I just got him.

What do you guys think? Regular horse shampoo? Baby shampoo? Just water?

How you wash the face really depends on your horse... the biggest concern with hosing the head is you don't want to get water in their ears. Horses can't tilt their head to the side and jump up and down like we can. Water in the ears will cause irriation and infection. That said. if your horse is well behaved with you hosing it's face and will lower his head for you, then usuing a mild baby shampoo will be just fine. However if your horse is like most and throws his head up when you try to hose it off, your best bet may be to use a wet sponge or a rag.