PANTONE Debuts ‘Period’ Shade To Break Menstruation Stigma & Promote Positivity
By Izza Sofia, 30 Sep 2020
Image via Intimina
PANTONE has unveiled a new shade of red in a bid to break the stigma around menstruation.
Dubbed ‘Period’, the “active and adventurous hue” aims to “encourage period positivity” and “embolden people who menstruate to feel proud of who they are.”
PANTONE teamed up with healthcare brand Intimina to create the “energizing and dynamic” red shade that represents a steady flow of menstruation.
The color is designed to encourage people to talk freely about periods, regardless of gender, and normalize something that millions go through as part of their everyday life.
Intimina global brand manager Danela Zagar said that the topic of menstruating has remained taboo despite “billions of people” experiencing it. On top of that, periods have been portrayed as “wildly inaccurate and unsympathetic” to “the subject of jokes and derision” in popular culture.
“Isn’t it time we call out people that try to perpetuate the stigma surrounding periods? Isn’t it time we come together to encourage period positivity and make sure periods are seen and heard?” she added.
PANTONE’s vice president Laurie Pressman describes the bright shade as an “active and adventurous red hue.” She also hopes that that the shade will help instill confidence in people who have periods.
“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,” Pressman said.
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Presenting “Period”, a new red shade created to break the stigma around menstruation and promote period positivity. Swedish healthcare brand @intimina came to Pantone Color Institute to develop this custom color in support of their global campaign to make menstruation more visible and normalize this most normal of bodily functions. “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.”
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[via Yahoo Style, cover image via Intimina]
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