Pantone, the color registry company, has introduced a new shade — Period red — that it hopes will get people talking about a part of life that often goes unmentioned.
By focusing on menstruation, Pantone said, it wants to overturn a taboo and draw attention to a regular life phase with a color that is “energizing” and “dynamic.”
Period red “emboldens people who menstruate to feel proud of who they are,” said Laurie Pressman, vice president of the Pantone Color Institute. She added that the goal was “to urge everyone, regardless of gender, to feel comfortable to talk spontaneously and openly about this pure and natural bodily function.”
The announcement is partly a marketing stunt: Pantone has teamed up with the Swedish feminine products brand Intimina, and the brand’s Seen+Heard campaign, to help make periods just a regular part of everyday life.
But there’s no arguing that attitudes toward menstruation