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.
Thinning hair? Did you know you can make it appear thicker by the strategic use of color? By that I mean if you color your root line to deal with any regrowth you're also making the roots look a bit darker. Not only does this touch up your color it will also create the illusion of thicker hair. That's because roots that are a bit darker make your hair appear to be fuller and more dimensional.