Ok, I'm approaching what I want, I still need to practice:

The idea is to lower the brightness
Original:

What I'm working on:

The way: using the brush, in almost transparent mode, down from pure white to below 50% brightness, I think that the right word for the brush mode is Luminosity.
It's useful also to kind of hide a slight burned in specular effect, example from this:

To this:

Not perfect but still better 

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