I'm using megs just now but I've also got semple chem naturelle, got off my mate who's a valater for Honda and he swears by the stuff. I'll give it a go once the gel runs out.
 
Valet Pro High Gloss Tyre dressing. Perfect if high gloss and long durability is what you want!

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You apply it by brush too, not by a trigger spray so there's no waste. The product also repels water very well (you see beading on your tyres!) and gets more and more durable as you build up layers over weeks/months of application.

They've now replaced it with "Traditional" tyre dressing which is supposedly better, so I'll be trying that when my current supply runs out.
 
I use AG Tyre Dressing or whatever its called.

Pour some into a large cap and use an old brush to paint it on
 
Meg's Endurance Gel for me too!

Can anyone recommend a decent applicator though?

I got the Meg's applicator pad which was brilliant at first but deteriorated fairly quickly
 
I use old engine oil mixed with some jasmine and elderflower scented oils, i brush it on with a paint brush and it gives me extra grip in corners.