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Pantone launches new custom red colour to break the stigma around menstruation

Photo credit: Pantone/Intimina
Photo credit: Pantone/Intimina

From House Beautiful

The Pantone Colour Institute has released a new custom Pantone red colour, named Period, to break the stigma around menstruation and promote period positivity.

The world's leading colour experts have launched the energising and dynamic red shade in collaboration with intimate healthcare brand with Intimina.

A bold and confident hue, Period represents a steady flow during menstruation. The colour has been created as part of Intimina's global Seen+Heard campaign which aims to quash the stigma around periods once and for all.

Laurie Pressman, Vice-President, Pantone Colour Institute, comments: 'We were very honoured to partner with Intimina on the creation of Period, a confident red shade symbolic of the empowering message expressed in their new Seen + Heard campaign.

'An active and adventurous red hue, courageous Period emboldens people who menstruate to feel proud of who they are. To own their period with self-assurance; to stand up and passionately celebrate the exciting and powerful life force they are born with; to urge everyone regardless of gender to feel comfortable to talk spontaneously and openly about this pure and natural bodily function.'

Photo credit: Pantone/Intimina
Photo credit: Pantone/Intimina

It is hoped that the campaign will empower everyone, regardless of gender, to feel comfortable to talk freely about periods, to start conversations, and to encourage a more sympathetic and accurate depiction of menstruation.

Danela Žagar, Intimina Global Brand Manager, explains: 'Despite the fact that billions of people experience menstruation, it has historically been treated as something that shouldn’t be seen or talked about publicly. And if we look at popular culture, depictions of periods have ranged from wildly inaccurate and unsympathetic to being the subject of jokes and derision. Enough is enough, it's 2020.

'Isn’t it time periods stop being considered as a private affair or a negative experience? Isn’t it time we call out people that try to perpetuate the stigma surrounding periods? Or those that mock it? Isn't it time we come together to encourage period positivity and make sure periods are seen and heard?

'That's what we aim to do with our campaign and it’s been brilliant to have The Pantone Colour Institute lend their support as we launch it by creating an original red colour emblematic of a steady flow during menstruation. Pantone's 'Period' red shade represents exactly what our Seen+Heard campaign is about: making periods visible, encouraging positive conversations and normalising menstruation in our culture, our society and in our everyday lives.'

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