What do you get when you pair an intimate health brand with a paint company? Period blood color, the perfect shade for periods. The Pantone Color Institute has just partnered with INTIMINA to bring out a custom Pantone red color for menstruation. We don’t just paint walls, we break down those that add to the scars that surround the periods.
It may be the 21st century, but attitudes towards menstruation are long out of date and are preserved by ongoing cultural taboos that are mysterious, shameful, and the bottom of many jokes.
As part of a new campaign by INTIMINA to make menstruation more visible and to normalize these most normal body functions, the Pantone Color Institute has launched a campaign Period– An original shade of red that represents an even flow during menstruation.
The color Period is an energizing and dynamic red shade that serves as a banner for the INTIMINA “Seen + Heard” campaign, which is intended to enable and encourage everyone, regardless of gender, to have more accurate and honest discussions about menstruation.
Danela Žagar, Intimina Global Brand Manager, says:
Despite the fact that billions of people suffer from menstruation, it has historically been treated as something that should not be seen or discussed in public. And when we look at popular culture, the depictions of periods range from wildly imprecise and unsympathetic to jokes and ridicule.
Enough is enough, it’s 2020. Are time periods no longer viewed as private affairs or negative experiences? Isn’t it time to call out people trying to keep the period stigma up? Or those who mock it? Isn’t it time we came together to promote period positivity and ensure periods are seen and heard?
That’s what we’re trying to achieve with our campaign, and it was great that the Pantone Color Institute is backing their support at launch by creating an original red color that represents steady flow during menstruation.
Pantone’s red “Period” hue represents exactly what our “Seen + Heard” campaign is all about: make periods visible, encourage positive conversations and normalize menstruation in our culture, our society and in our daily lives.
Laurie Pressman, Vice President of the Pantone Color Institute at Pantone, comments:
It was a great honor for us to work with Intimina on the creation of Period, a confident shade of red that symbolizes the empowering message expressed in their new Seen + Heard campaign. An active and adventurous shade of red, bold Period encouraged People who menstruate to be proud of who they are.
Owning your period with confidence; stand up and passionately celebrate the exciting and powerful life force with which you were born; To urge everyone regardless of gender to feel comfortable, to speak spontaneously and openly about this pure and natural body function.
Not only has the Seen + Heard campaign helped normalize menstrual conversations, INTIMINA has also donated £ 2,000 to ActionAid, an international charity that works with women and girls living in poverty.
Jillian Popkins, Director of Politics, Legal Affairs and Programs at ActionAid UK says:
This is a fantastic and much needed campaign. Millions of women and girls around the world still suffer from the stigma associated with periods.
Many girls miss or drop out of important school days, which is one reason why so many women around the world experience lifelong poverty.
Without the stigma of periods, more women could escape poverty, reach their potential, and strengthen their communities. This important campaign will help change that.
A collective group of “experts” at Intimina who love to share our personal experiences, even if they are a little too personal. We believe it is time to break the taboos around menstruation, maternity and menopause and own our feminine health.