Pantone, the color registry company, has introduced a new shade of red titled Period, that it hopes will get people talking about a part of life that often goes unmentioned. According to the company, by focusing on menstruation it wants to overturn a taboo and draw attention to a regular life phase with a color that is energizing and dynamic. Period Red “emboldens people who menstruate to feel proud of who they are,” said Laurie Pressman, vice president of the Pantone Color Institute. Truth be told, the announcement is partly a marketing stunt as Pantone has teamed up with the Swedish feminine products brand Intimina, and the brand’s Seen+Heard campaign, to help make periods just a regular part of everyday life. And for the record, this is legit. We couldn’t make this up if we tried!