Culture

Pantone Introduces Its Latest Color: "Period"

In partnership with intimate healthcare brand INTIMINA.

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3,857 Hypes

Pantone Introduces Its Latest Color: "Period"

In partnership with intimate healthcare brand INTIMINA.

The Pantone Color Institute has just teamed up with intimate healthcare brand INTIMINA to release a new color, inspired by periods. Dubbed just that, “Period,” the new color is an original shade of red that represents a steady flow during menstruation.

Created as part of INTIMINA’s Seen+Heard campaign, the collaboration aims to eliminate the stigma around periods and menstruation, and empower everyone regardless of gender, to talk freely and proudly about periods. “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,” said INTIMINA Global Brand Manager Danela Žagar, adding, “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?”

“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,” commented Laurie Pressman, Vice-Presitend at the Pantone Color Institute.

As part of INTIMINA’s Seen+Heard campaign, the Swedish label has also donated £2,000 GBP to ActionAid, which is a charity working with women and girls living in poverty. Learn more about the initiative over on the INTIMINA website, and take a look at the new “Period” Pantone color in the gallery above.

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