Pantone has released a strong new shade of red called “Period” to help destigmatize and celebrate the bodily function.
“It may be the 21st century but periods are still often considered shameful, mysterious and a taboo that should not be talked about publicly,” the New Jersey-based company said as it introduced the new color online.
Pantone says it collaborated with Swedish brand INTIMINA on the color to help everyone feel more comfortable talking about menstruation.
The “bold and daring red shade” was developed to normalize menstruation, help women “passionately celebrate the exciting and powerful life force they are born with” and urge everyone to feel comfortable “spontaneously and openly” discussing it.
“An active and adventurous red hue, courageous Period emboldens people who menstruate to feel proud of who they are,” Pantone said.
Periods are still a taboo topic and barrier to women’s equality in many parts of the world.
One 2019 study found adolescent girls in a region of Nepal still reported they were not allowed to enter kitchens, attend temple or sleep in their regular beds while menstruating, despite a nationwide ban on period huts.
And many women around the world face high costs for feminine hygiene products, or the so-called “tampon tax,” making periods a time of high stress related to money and access.
When the documentary short “Period. End of Sentence,” won an unexpected Oscar in 2019, its young Iranian-American director Rayka Zehtabchi gave a truly memorable acceptance speech.
“I’m not crying because I’m on my period or anything,” she said. “I can’t believe a film about menstruation just won an Oscar!”
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