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Brief Published: 2 Oct 2020

Pantone Backs Period Positivity with New Red Hue

Pantone's new red colour Period

Global colour authority Pantone joins the current discourse around period positivity with the release of a new blood-inspired red hue. The bold colour, named Period, takes aim at the stigma and taboos surrounding menstruation, while hoping to help normalise conversations on the topic.

Describing it as an “active and adventurous red hue”, Laurie Pressman, vice-president of the Pantone Colour Institute, said: “Courageous Period emboldens people who menstruate to feel proud of who they are. To own their period with self-assurance; […] to urge everyone regardless of gender to feel comfortable to talk spontaneously and openly about this pure and natural bodily function.”

Period has been created in collaboration with Swedish intimate care brand Intimina, as part of its Seen + Heard campaign. The project is working to inspire more honest, open and positive conversations around menstruation internationally “through creative ideas that portray periods sympathetically and accurately”.

While the new shade is warm, bold and daring, and a powerful statement to continue the dialogue, it is more idealised than relatable, missing the ‘normalisation’ mark. See global feminine care brand Bodyform’s recent campaign for a more realistic and empathetic approach. 

As noted in Colour Under Scrutiny, a brand’s use of colour and colour names need to be appropriate and carefully considered to ensure the success of any positive step forward. See The Positive Power of Colour and Covid-19 Colour Response for more insight on using symbolic colour effectively, and our S/S 21 Direction Cadence for the evocative human connotations of the colour red.

For more on how taboos around menstruation are lifting, and for innovations in intimate care, see 10 Teen Causes to Watch and V Wellness: Feminine Care’s New Era.