Besides a nutrition balanced with the work level, and a lot of good grooming, I like Pepi and Shapleys products.
My gelding is a bay, so that's what I'm most practiced in grooming for.
I use the black spray from Shapleys on his lower legs, and bottom of his tail to get it all the same rich black. Then, I use the use the Pepi shine spray over the black, because it dulls out the shine.
*note-I only use it for showing/special events, because it's not the healthiest things for the hair. I make sure to thoroughly wash it out/off, especially from the tail.
For his white markings, I use the chalk in white made by Ultra. Cleaner than powder, and works great. I'm sure you can just use regular chalk, and for much cheaper, but that thought didn't occur to me before I spent $20 bucks on a brand name.
Anyways, those are the only products I use for showing.
His coat, mane and tail, stay shiny and healthy due to nutrition and maintained grooming, so I don't do anything special to that.
Mainly just his black points.
I'd do basically the same routine for any other color horse. Shapleys makes the spray in basically every coat color.