Pantone introduces 'Period,' a new shade of red

There is a brand new shade of red and it's based on the oldest phenomenon there is.

Pantone on Wednesday introduced "Period," a red shade created to "break the stigma around menstruation and promote period positivity."

The color authority hammered down the point with an illustration of a woman's reproductive system.

"An active and adventurous red hue, courageous Period emboldens people who menstruate to feel proud of who they are," Pantone said in a Facebook post.

"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," it added.

Pantine said that Swedish healthcare brand Intimina approached their institute to develop the custom color in support of their global campaign to "make menstruation more visible and normalize this most normal of bodily functions."

In December last year, Pantone declared Classic Blue as the 2020's Color of the Year.

Living Coral was the Color of the Year for 2019, while Ultra Violet was the Color of the Year for 2018.  —JCB, GMA News