Process in which tires get pale and brownish looking is called "Browning" in which the conditioners/treatments like Antiozonants flow to the surface from heat & wear. What occurs often with solvent dressings are the petroleum distallates accelerates the process and makes Browning appear rapidly.
First strip the tire down to a good base with any good APC/Degreaser. Then switch to a water based dressing that absorbs into the tire and isn't harmful will be a better choice. Any good dressing like OptiGel, Z16, Duragloss 253, Showroom FX White Pearl, etc will work.