AND RED ALL OVER
Well this surprised me. It’s Pantone’s new shade of red, Period, accompanied by the line diagram of a woman’s ovaries, fallopian tubes and uterus. The new new hue was developed in partnership with Swish feminine hygiene company Intimina. Pantone explains: “An active and adventurous red hue, courageous Period emboldens people who menstruate to feel proud of who they are.”
Except that this red is not the real color of blood (menstrual or otherwise), period is a euphemism for menstruation, and the diagram depicts a uterus that has no entrance – no vagina. This anatomical cartoon sanitizes the female body’s unique powers of sex, pregnancy and childbirth. Intimina peddles feminine products like rubber cups, pelvic exercise tools, and an “intimate moisturizer.” While the company is body positive and honors women including Alexandria Ocasio Ortiz, Malala Yousef and Vivienne Leigh in a blog called #whilebleeding, its branding reinforces every retrograde stereotype about femininity. Its website is an orgy of bubble gum pink, as are its rubber products.
Right now binary gender and its iconographies are under assault. Liberal parents are trying to raise gender-free children, empowered teenagers select their own gender, and adults freely switch genders. So why is a corporation celebrating biological femininity? Will we honor male bodily functions similarly? Other than to shock, what’s it for?