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.
Even at home hair coloring kits have come a long way when it comes to being gentler, safer and more pleasant smelling. They too use far fewer harsh chemicals that can lead to damaged hair in a heartbeat. Making it safer for you to get the desired results. Which as hair color ideas go isn't a bad thing, now is it?