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For many, having a period comes with so much embarrassment that they are afraid to talk about menstruation, even with their friends. To help combat this persistent stigma, Pantone Color Institute and Intimina, a women’s health company, partnered to create a new color: a vibrant crimson called “Period.
Despite the fact that billions of people experience menstruation, it has historically been treated as something not to be seen or talked about publicly. And if you look at popular culture, the period descriptions have ranged from highly inaccurate and unsympathetic to being the subject of jokes and ridicule, ”said Danela Žagar, Intimina’s global brand manager, in a statement on the Intimina website. . “Pantone’s ‘Period’ shade of red represents … making periods visible, fostering positive conversations and normalizing menstruation in our culture, our society and in our daily lives.”
Pantone’s Period hue is one of the latest attempts to address the stigma of the era in pop culture. In 2019, Plan International UK successfully campaigned for a vintage emoji and in 2018 the documentary “Period. End of Sentence ”explored the impact this stigma has on menstruating people in India.
“It was very clear to me that (menstruation) was a great source of shame,” Rayka Zehtabchi, director of the documentary, told TODAY last year. “She detained a lot of the women, for so long.”
Pantone and Intimina hope that this new shade will allow people to feel more comfortable chatting about their periods.
“The ‘period’ encourages menstruating people to be proud of who they are,” Laurie Pressman, vice president of the Pantone Color Institute, said in a statement. “Own your period with confidence in yourself; to rise up and passionately celebrate the exciting and powerful life force with which they were born; to urge everyone, regardless of gender, to feel comfortable speaking spontaneously and openly about this pure and natural bodily function. “
The shadow’s launch comes after news that one of India’s largest food delivery companies, Zomato, is offering 10 days of menstrual leave a year for its menstruating employees in hopes of reducing the stigma of the period in the workplace.
“There should be no shame or stigma associated with requesting a license period,” said Deepinder Goyal, Zomato’s CEO, in a statement shared on the food delivery service’s website. “I know that menstrual cramps are very painful for many women, and we have to help them overcome it if we are to build a truly collaborative culture at Zomato.”
The Pad Project, a non-profit organization focused on menstruation awareness, applauded the new Pantone paint color and what it meant for the stigma of the time.
“Thanks to Swedish health brand Intimina for leading the charge,” shared Project Pad on Instagram. “Neutral accent walls are SO 2020”.
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