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This New Shade of Red Is Called Period

Period. It can be a punctation mark or thing you say to make point. For some woman, this is the word for that time of the month. For Pantone Color Institute, naming their new red hue “Period” is to break down the stigma surrounding menstruation.


The monthly cycle of menstruation is normal. But why do feel ashamed of having it? Why does it feel gross when talking about our monthly cycles? Why are there times when we wish the earth would swallow us for having accidental stains publicly?


INTIMINA, a Swedish based brand that offers products solely for menstrual health launch the Seen + Heard campaign. The campaign’s goal is to break the stigma surrounding menstruation. It aims to enable everyone, regardless of their gender and generation, to feel comfortable about the topic of menstruation. Let them know that this is a natural phenomenon in the body.


Pantone Color Institute, together with INTIMINA, come up with the new hue called Period.


Photo Credits to Pantone Color Institute


“An energizing and dynamic warm red shade encouraging period positivity to serve as the visual color identifier for the Seen + Heard campaign; a campaign whose purpose is to inspire national and international conversations about periods through creative ideas that portray periods sympathetically and accurately,” says Pantone on their website. Their goal of creating Period is to embody the Seen + Heard Campaign and use the power of color for attraction to INTIMINA’s mission.


Little by little, with the help of the new hue Period and INTIMINA, everyone can accept that having a monthly period is totally normal. As much as us woman wanted it to be gone along with the extreme pain it brings, period is a part of us.


You will never feel ashamed of having period stains while riding a public train because there will always be someone out there who’s willing to lend their jacket for you.

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