The cause of tyres turning 'brown' is due to blooming (see (c) below) not excess tire dressing
Tyre Protection
Something that Mr. Goodyear discovered by accident, greatly improves wear resistance, and coincidentally, wet traction, it does not make the rubber harder or softer. The polymerization of butyl rubber changes its wear rate and traction, carbon black is the most important feature in traction.
If you were to see rubber going into a tyre factory, it would be grey, not black. Untreated tyres would have a very short life if they weren't protected against the elements and the environment, so amongst other ingredients, Carbon Black is added during the manufacturing process.
a) Carbon Black- protects the tyre against ultra violet radiation (UVR) by absorbing them and converting them into heat so it can be diffused safely. But the Carbon Black has a limited life-span because, as it does its job, it diminishes itself. When it is no longer there to protect the tyre, the original grey rubber colour starts to reappear.
b) Antiozonants- along with carbon black, the tyre manufacturer mixes in antiozonant and other protective ingredients to repel ozone from the rubber. These waxes and polymers migrate through the tyre at a molecular level to form a barrier against harmful ozone. As the tyres move (with the car being driven) the rubber flexes and heats up, allowing tiny amounts of the wax to surface. When a vehicle is not being driven (i.e. classic show cars, winter storage, etc) then without this action and the rubber can easily dry out and rot.
c) Blooming - after the antiozonant works its way to the outside of the tyre and is exposed to the ozone in the air, it oxidizes and turns brown. The technical term for this effect is blooming. Many chemical compounds, especially solvents, react vigorously at ambient temperatures as the oxidizing process takes place between water and the tyre polymer-binding agents. Water tends to wash away the natural oils and micro-waxes that help to maintain the tyres flexibility
d) Solvents - Michelin, Bridgestone, Firestone and most other tyre companies advise against the use of Dimethal solvent tyre dressings because they leach the rubber additives to the tyre surface, which then removes the elasticity from vinyl, rubber and paint; causing them to evaporate out of the substrate and could result in premature drying and cracking, leaving behind a dry inflexible surface.
e) Tyre Cleaners - for any type of protection to work efficiently on rubber it must be able to adhere to the surface. First remove any brake dust, blooming, road tar, grease and grime, wax and oxidized rubber from the surface to properly clean it. A tyre cleaner needs to be strong enough to tackle a heavy build-up of tyre dressings and road grime, but not damage wheel coatings.
It should clean the tyres down to the original rubber surface, this is especially important when you apply a new dressing, as dressings won't adhere to, or create the right shine on dirty rubber.
This tyre cleaner is a strong concentrate; spray-and-rinse tyres, without scrubbing, if you are starting on an old, neglected surface, use a fairly stiff tyre brush for the first application and a spray & rinse at least 3-4 times a year - PAC HiTemp Tyre Cleaner