Hair coloring is harsh. When you consider the caustic chemicals used to get the effect (ammonia, ethanolamine, resorcinol, peroxide, and the list goes on), it's amazing that hair can withstand it at all. Unfortunately, there's presently no other way to dye the hair -- no matter what marketers may try to promote.
(Actually, there is one other way and that's plant dyes like henna and indigo. But Henna tends to have a VERY orange effect and the mixing of different plant dyes to get the color you want is labor intensive, as is the coloring process. It requires a pretty significant time commitment.)
However, there are "natural" and "organic" box dyes out there that can reduce the potential for damage. I put the terms in quotes, because that too is a marketing device. They use the mostly the same chemicals as the Loreals and Revlons, but they only use them in minimal amounts. Products like NaturTint (mentioned by another poster), Ecocolors, Tints of Nature, Herbatint and maybe a few others. You can find them at health food stores, Whole Foods and online.
I use Tints of Nature and I'm really happy with it. It costs $17/box. When I want to minimize the red effect, I mix in an ash color.
Hope that helps!