# Menstruating Colorway Releases Pantone and INTIMA Partnered to Launch Period Red By Ell Smith | Published 2020-09-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/period-red References: [hypebae](https://hypebae.com/2020/9/pantone-period-menstruation-blood-color-shade-intimina-collaboration-stigma-conversation) & [intimina](https://www.intimina.com/) The [Pantone Color Institute](https://www.trendhunter.com/trends/hanky-panky) partnered with intimate healthcare brand [INTIMINA](https://www.trendhunter.com/trends/intimina) to release a new stigma-erasing color dubbed 'Period' red. While periods are a natural part of life, they still carry a heavy stigma, resulting in embarrassment, confusion, and untreated discomfort. In an effort to better support and educate those who get their period, INTIMINA tasked [Pantone with creating a unique colorway](https://www.trendhunter.com/trends/pantone-partnered) to best represent menstruation, in an effort to boost conversations and to empower all genders. This colorway release was done as part of INTIMINA's Seen + Heard campaign. As the brand manager Danela Žagar explains "Isn’t it time we call out people that try to perpetuate the stigma surrounding periods? Or those that mock it? Isn’t it time we come together to encourage period positivity and make sure periods are seen and heard?” Image Credit: Pantone ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 44% | Activity: 66% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Period-positive Marketing:** Marketing campaigns that challenge stigmatizing taboos surrounding menstruation provide an opportunity for disruptive innovation. - **Color-based Branding:** Brand identity design that incorporates color symbolism in a meaningful way presents an opportunity for disruptive innovation. - **Feminine Health Products:** Innovative products designed to disrupt and redefine traditional feminine hygiene products present an opportunity for disruptive innovation. ### Where This Applies - **Personal Care:** The personal care industry can benefit from developing products that integrate period-positive messaging and designs. - **Marketing and Advertising:** Marketing and advertising agencies that specialize in promoting social causes can create bold campaigns that challenge menstruation stigmas. - **Fashion and Cosmetics:** Fashion and cosmetic brands can benefit from aligning themselves with period-positive movements, by designing color-themed collections and charitable campaigns. ## Related on Trend Hunter - [Menstrual Product-Celebrating Jeans](https://www.trendhunter.com/trends/u-by-kotex-maximalism-jeans.md) - [Period Sex Campaigns](https://www.trendhunter.com/trends/lets-have-period-sex.md) - [Destigmatizing Period Comical Kits](https://www.trendhunter.com/trends/first-period-kit-2.md) - [Athlete-Backed Menstruation Campaigns](https://www.trendhunter.com/trends/sportyourperiod.md) - [Gen Z Period Campaigns](https://www.trendhunter.com/trends/kt-by-knix-and-period.md) - [Body-Safe Menstrual Panties](https://www.trendhunter.com/trends/intimina.md) - [Colorful Undergarment Sets](https://www.trendhunter.com/trends/hanky-panky.md) - [Valentine's-Inspired Period Panties](https://www.trendhunter.com/trends/modibodi.md) - [Teen Menstrual Underwear](https://www.trendhunter.com/trends/awwa-period-care.md)