Pantone has launched a new shade of red as part of a campaign to end the stigma around periods.
The paint company has released a custom crimson hue called "Period".
The brand said the new "dynamic" and "energising" shade of red represents a steady flow during menstruation.
It has been launched as part of healthcare brand Intimina’s Seen+Heard campaign.
The campaign aims to kick-start the conversation around menstruation.
Danela Žaga, from Intimina, said: "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.
"And if we look at popular culture, depictions of periods have ranged from wildly inaccurate and unsympathetic to being the subject of jokes and derision. Isn’t it time we come together to encourage period positivity and make sure periods are seen and heard?"
Laurie Pressman, from Pantone, said it was "an active and adventurous red hue" that "emboldens people who menstruate to feel proud of who they are".
Intimina has also donated £2,000 to ActionAid, an international charity that works with women and girls living in poverty.
ActionAid UK's Jillian Popkins said: "This is a fantastic campaign and a badly needed one."
