Pantone and Intimina create Period red
By Mark Perkins on Monday, October 5, 2020
Pantone has teamed up with Swedish feminine products brand Intimina and the brand’s Seen+Heard campaign, to help make periods just a regular part of everyday life. Attitudes towards menstruation are still being challenged with periods seen, in some quarters, as mysterious, shameful, and taboo – something that should be hidden away. In some parts of the world, women still face discrimination, miss school to manage their periods and lack clean, safe products and lavatory facilities.
As part of a new campaign by Intimina to make menstruation more visible and normalise this most normal of bodily functions, the intimate well-being brand has teamed up with The Pantone Colour Institute to create Period: an original shade of red inspired by a steady flow during menstruation.
The colour Period aims to encourage period positivity.
Creative agency: Cow
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Presenting “Period”, a new red shade created to break the stigma around menstruation and promote period positivity. Swedish healthcare brand @intimina came to Pantone Color Institute to develop this custom color in support of their global campaign to make menstruation more visible and normalize this most normal of bodily functions. “An active and adventurous red hue, courageous Period emboldens 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 Color Institute collaborated with @Intimina on the Seen + Heard campaign to create a red shade that is inspired by a steady menstrual flow. Pantone and Intimina worked alongside a gynecologist and consulted research published in Medical News Today to develop the shade, but by no means is this supposed to be an accurate depiction. Instead, we created a visual identifier of a red shade that would help @Intimina leverage the power of color to share their story.