Pantone has created a shade of red called 'period'

The Pantone Color Institute has teamed up with Swedish feminine care brand Initimina to register a custom shade of red called "Period." The color, appearing on social posts by the brand in a campaign from Cow PR, is described as "an original shade of red that represents a steady flow during menstruation." The social and editorial campaign, under the banner "Seen + Heard," is designed to quash the stigma around periods and encourage open conversation about them. (It's one of several we've seen recently that aim to de-stigmatize menstruation, including MENstruation by Thinx and Blood Normal from Libresse.) "Pantone’s ‘Period’ red shade represents exactly what our Seen+Heard campaign is about: making periods visible, encouraging positive conversations and normalizing menstruation in our culture, our society and in our everyday lives,” said Danela Žagar, global brand manager at Intimina, in a statement. The company's offerings include products for both menstrual care and pelvic floor strengthening. As part of the campaign, the brand has donated two thousand pounds to charity ActionAid, an international charity that works with women and girls living in poverty.

Pantone has created a shade of red called 'period'

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