Pantone Debuts New Color Called “Period”

Period is a candy apple shade, intended to draw cheerful attention to the fact that periods are normal and shouldn’t be stigmatized. The “energizing and dynamic red” aims to embolden those who menstruate to not be ashamed of themselves. Period is a partnership of Pantone with the menstrual cup company Intimina, as Glamour details: 

 “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.” 

Well, huzzah. Is it possible to be laughing very hard at corporate-speak and quite moved by it at the same time? The fact that, at any given time, a woman could be quietly seeping into her underpants and is fully expected to hide it—even though it can be incredibly painful!—is one of patriarchal society's most clownish rules. If color institutes want to do their part changing this, well, governments, politicians, religious leaders, and celebrities, get in line behind Pantone! 

Pantone says the shade is “an original red color emblematic of a steady flow during menstruation,” adding that it worked with a gynecologist and examined research before landing on the shade. But Pressman adds in a P.R. statement, “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.” But wouldn't a more realistic warm rust-colored red-brown with hints of deep scarlet be just as great?  

Image via Glamour