A substantially dry composition, especially for personal care products is provided which includes a colorant activatable in water to release a visual color, and an oil-soluble carrier. The colorant is insoluble in the carrier and the visual color is not imparted to the composition in its substantially dry state. Addition of water to the composition activates a color change which renders the visual color perceivable by a consumer. Color changes can be associated as a signal of performance by a consumer.