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.
Still if that sounds at all appealing you might first want to stop and ask yourself some questions. Or at least think about these points which can help you decide among the many hair color options. Since the goal is find out which will actually work out best for you and your hair.