Article: TO DYE FOR HAIR COLOR COMES OF AGE

Hair color - it used to be a well-kept secret perpetuated by television commercials that asked in hushed tones, "Does she or doesn't she?"

Today, the attitude seems to be, "Of course, she does." And she doesn't care who knows. Or, as a smug Cybil Shepherd tells TV viewers, "I'm worth it."

Jim Viera, technical director at L'Oreal in New York, says it's not by chance that the hair color industry is talking to its audience differently these days.

The whole process of changing hair color has grown simpler, and because of scientific advances, less damaging to the hair.

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