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Pantone's Newest Color Aims To Break The Stigma Around Menstruation

It's called 'Period.'
PHOTO: INSTAGRAM/INTIMINA
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In attempt to break the stigma around menstruation and promote period positivity, Pantone just released a bold new color called "Period." They partnered with Swedish healthcare brand Intimina to develop this color as part of their global campaign, Seen + Heard, to normalize periods, because hello, it's biology! 

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On Instagram, Pantone described "Period," as "an active and adventurous red hue" meant 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."

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The red shade is inspired by a steady menstrual flow. And no, Period isn't supposed to be the most accurate representation of your menstruation, but a "visual identifier of a red shade that would help Intimina leverage the power of color."

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