Seems those that bring you hair color in a box have gotten the message. You'll notice more fruity scents rather than something that smells like a toxic waste dump when using them. Apparently all part of an effort to make the time spent coloring your hair seem more like putting on make_up rather than doing something that requires you don a hazmat suit.
Have you carefully factored skin tone and eye color into your decision? You really should you know. Nothing worse than walking around looking all washed because you picked the wrong color.