As a way to end the stigma of menstruation, Pantone has added a new red to its color matching system. The new shade is described as "an active and adventurous red hue," created to "embolden people who menstruate to feel proud of who they are. To own their period with self-assurance; to stand up and passionately celebrate the exciting and powerful life force they are born with; to urge everyone regardless of gender to feel comfortable to talk spontaneously and openly about this pure and natural bodily function."
Pantone has teamed up with the Swedish feminine products brand Intimina to devise the new colour fronting its Seen+Heard campaign, which aims to empower and encourage people, regardless of gender, to talk in more detail about menstruation. Intimina said the colour was an "original shade of red that represents a steady flow".
image via The Guardian/Pantone