The latest hair-color trend is disproving the expression that blondes have more fun. You may have noticed a slew of hair-care products tailored toward brunettes, and that coincides with the strong popularity brown hair dyes are enjoying. Although brunette shades have always sold well, these days it is more chic to be brunette than to go golden, lighten to blonde, or tint your tresses auburn. Clairol and L'Oreal report increased sales for their entire lineups of brown hair dye, while salons across the country are reporting that brown is now the most popular color choice of clients, including natural blondes and redheads. Theories about what's behind this trend are numerous, ranging from simply following the trends of celebrities to society's perception that brunette women are more sophisticated and intelligent than blondes, and even to fashion's move toward blacks and earth tones, which are more flattering when worn by someone with brunette tones than by someone who is platinum blonde (Source: Wall Street Journal Online, June 3, 2005). I admit to being a part of this trend. Within the last year I have switched from light golden brown highlights to covering my gray with dark, chocolate brown hues. I find that it not only looks just as good but also involves less upkeep when roots start to show (and I am notoriously obsessive about my gray roots!).
Source: Paula Begoun