The best I have ever used is Ardex vinyl dressing. I professionally detailed cars for years and this was the best product. It is not too shiny it is not greasy like armor all and lasts a long time . You will have to find a supplier it is sold thru some auto parts stores but not here in new england.
most of them are fine - but spray on a rag, wipe on and then wipe off / buff with another rag so they are not that crazy shiny look - I agree that the shiny look is a bit much, at least for most cars. I like hot shine the best.
Careful using tire dressings on tires in your garage if you ever plan on painting the floor. Heard some stories of coatings not adhering to concrete afterwards!
Meguires sells a plastic and rubber treatment that's just right for everything. I was at Hershey and went to their trailer asking if had anything less "ghetto" than what they had on a car there and got the guy laughing pretty good. Works well and last a long time. Sorta shines up when you wash em the 1st few times too. Armor All? Hey, we're all big kids here so I won't sugar coat it, but that shit is the worst product ever pandered to the business. Fuckin ugly brown tires in 1 week or after 1 wash, try getting it off some vinyl dash pads or door panels too. Garbage, and poison to a paint shop. Try taping something with that slop on there. Had 1 car in the shop where the fucks were using it on cloth seats!! It had 20s on it too so...
I like this stuff.....got it at the dollar store. Gets rid of the brown scum.....turns tire dull black, with no shine.
Mother's Preserves/Protects. Wipe on buff off. Not glossy more of a satin look. Great for vinyl/interiors. Worst stuff anyone can use on tires is Armor All.