Pantone has released a bold new shade of red called “Period” to help destigmatize menstruation.
The new shade – “an energizing and dynamic red shade that promotes the positivity of the period”, said in a press release – launched as part of the Seen + Heard campaign, an initiative of the Swedish women’s care brand Intimina.
Pantone Color Institute vice president Lori Pressman described the color as a “confident red” that can help encourage positive conversations about menstruation.
“An active and adventurous shade of red, a bold period encourages those who menstruate to feel proud of what they are ̵
Menstruation remains a taboo subject in many parts of the world, affecting people’s health, education and socio-economic status.
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“Despite the fact that billions of people are menstruating, it has historically been treated as something that should not be seen or talked about in public,” Danela Jagar, global manager of Intimina, said in a statement.
“And if we look at popular culture, images of periods range from wildly inaccurate and unsympathetic to objects of joke and ridicule.”
Positivity of the construction period
Pantone’s latest initiative joins a number of recent efforts to raise the profile of the so-called “positivity of the period” movement.
Classic blue has been declared the color of the year by Pantone for 2020. Credit: Pantone
In May, the organization released Pippi Longstocking Orange as part of the Save the Children on the Move initiative. Then, after choosing Living Coral as the color of the year 2019, Pantone partnered with Ocean Agency and Adobe to release Glowing Blue, Glowing Yellow and Glowing Purple – shades based on the fluorescent colors produced by corals when are threatened by ocean warming.
“Color is one of the most powerful forms of expression we can use to attract attention and hear our voices,” Pressman said.