Pantone has partnered with Swedish women’s brand Intimina to design the new color for its Seen + Heard campaign, which aims to empower and encourage people, regardless of gender, to talk more about menstruation. Intimina said the color was an “original shade of red which represents a constant flow”.
The Pantone system was designed in 1963 in the United States to solve the problem of complex color matching in the printing industry. Her eponymous color chart now has a spectrum of 2,625 colors and an enthusiastic following on Instagram.
Laurie Pressman, Vice President of the Pantone Color Institute, said: “An active and adventurous shade of red, period makes men who have their period feel proud of who they are. Appropriate your period with confidence; stand up and passionately celebrate the exciting and powerful life force with which they were born; to encourage everyone, whatever their gender, to feel comfortable talking spontaneously and openly about this pure and natural bodily function.To highlight the new campaign, Intimina made a donation to ActionAid, a charity that works with women and girls living in poverty.
Jillian Popkins, Policy Director, ActionAid UK, said: “Today millions of women and girls around the world still suffer from the stigma associated with periods. Many girls miss vital school days, or even drop out altogether, which is one reason so many women live in lifelong poverty around the world. Without the stigma surrounding periods, more women could escape poverty, realize their potential and strengthen their communities. This important campaign will help change that. ”
Some of the world’s biggest brands have launched prestigious brand battles to protect their rights to use Pantone’s strictly classified colors. Cadbury owner Mondelēz last year abandoned its long-standing battle for the exclusive right to use the distinctive color purple (Pantone 2685c) after a row with rival Nestlé.
Each year, Pantone names a “color of the year” to reflect the mood of the time; 2020 was a classic blue – although it was announced before the coronavirus outbreak.