It’s safe to say that after years of menstruation being a social taboo – women finally feel empowered to talk about this very normal bodily function.
Last year, period activists stated that the red drop emoji represents menstruation. 🩸 “Being able to express ourselves using this emoji could make it easier to talk about menstruation,” said Mashiyat Rahman, who runs a menstrual health organization in Bangladesh.
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“Even though it’s a small step, it’s one of many we should take to break down stigma.”
Fast forward to 2020, and you have brands actively talking about menstruation. And consumers are ready to listen.
The Swedish health and feminine products brand, INTIMINA, partnered with graphic design and color firm, Pantone, to present the world with a newly named red shade: Period.
Since 1987, Pantone has been peering beyond the pixels to define the way we see colors. Indeed, a great accomplishment to give its latest shade of red this taboo-breaking name.
“An active and adventurous red hue, courageous Period emboldens people who menstruate to feel proud of who they are,” says Laurie Pressman, Vice President of the Pantone Color Institute.
“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.”
As part of the campaign, INTIMINA also donated £2,000 to ActionAid, a charity that works with women and girls living in poverty across third world countries.
Taking it further is Ruby Lov, a brand that is making menstruation a glamorous thing. Founder Crystal Etienne filled a need for consumers, inclusding young girls who get it for the first time, with super comfortable, wearable solutions.
These “hygiene fashion wearables” include swimwear and underwear and provide women and girls with a whole new range to shop for in times of need.
All the while, the brand is making normal periods, a normal thing by talking about it freely with customers – at the same time, promoting diversity and inclusiveness in their campaigns.
One the other hand, and on a less positive note – Facebook recently banned the courageous Australian brand, Modibodi, for its period ad for violating guidelines, calling it “shocking” and “sensational.”
Though you won’t be able to watch the new video campaign on Facebook, you can watch it in the making on Instagram:
Only took until 2020 for periods to be normalized by some brands. Let’s see how it flows from here.