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.
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.