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.
Coloring tip: It's a fact. The longer your hair is the older the ends are. Okay no news there. What may be news is that this makes them more porous and open to accepting hair dye. Which is why you want to get to them last if coloring at home. Otherwise they may end up darker than the rest of your strands leaving you with a final result that is well, interesting looking. Just not in a cute and sexy way.