The fading is actually oxidization of the rubber. You need to properly clean it with an all purpose cleaner of your choice, then top it with something such as VRT or some other dressing of your choice to prevent it from happening again. If you don't clean the surface, when the VRT wears off, it will look just as bad. Also leaving the surface unclean before you dress it will prevent your dressing from penetrating the rubber therefore the dressing won't last nearly as long.
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