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.
Is your hair healthy enough to withstand the chemical onslaught some coloring products produce? Or could it use some TLC before you step up to a new color?