Hard as it is to believe there was once a time when those who colored their hair were looked down on by "respectable" women. Some would sneer, "She gets her color out of bottle, you know." Making it sound like that was a bad thing.
Plus few things offer the opportunity to change your look the way changing the shade of your tresses does. It lets you keep everything else virtually the same while still giving you the change you seek. Not a bad deal actually.