Colour company Pantone and health brand Intimina have collaborated to create an "active and adventurous" red colour to start a positive conversation around periods.
The blood-red hue is presented on a Pantone-branded card with an outline of a womb and ovary with a menstrual cup inside.
Intimina makes several different models of these reusable cups, which are designed to fit comfortably inside the body and offer a low-cost and sustainable way for people to manage menstrual flow.
Pantone has released a Period red colour
The Swedish health company partnered with Pantone to create an eye-catching shade with the aim of normalising conversations about periods.
"We were very honoured to partner with Intimina on the creation of Period, a confident red shade," said Pantone vice president Laurie Pressman. "An active and adventurous red hue, courageous Period emboldens people who menstruate to feel proud of who they are," she added.

The brand-new red will be one of the thousands of shades offered by Pantone as part of its colour-matching service.
"Despite the fact that billions of people experience menstruation, it has historically been treated as something that shouldn't be seen or talked about publicly," said Intimina global brand manager Danela ?agar.
"Enough is enough, it's 2020. Isn't it time periods stop being considered as a private affair or a negative experience" Isn't it time we call out people that try to perpetuate the st...