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.
Once a basic color is determined, now comes the fun and creative part. She may suggest adding lighter highlights around your face and maybe even dispersed throughout your hair. Lighter color near your face can change your entire appearance without the permanent commitment of an all over change.