The book series where I've seen this change is the Anita Blake: Vampire Hunter books (I am in NO WAY endorsing these books, there are poorly written and trashy. I consider them my guilty pleasure/afternoon soap opera in book form) where these werewolves, werehyneas, and assorted other were-people(?) are still good/decent people and they've embraced the animal side. They keep it under control using that pack mentality, help new were-people through the first few transformations, etc.
Also what the author does is dip into the vampire pool and bring sexiness to werewolves, etc. It's not just people turning into supernatural beasts and tearing people to shreds. It's people who embrace the animal and naturally look great doing it right up to the point where they actually turn into the beast.
I'm actually surprised with sexy vampires all over the movies, hollywood hasn't made a sexy werewolf movie.