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Don’t apologise for Pink.

  • 07.04.2018

by Emily Cox

Understanding colour and its impact in marketing is essential, so when we chose our scheme for Stories Studio – Pantone Blush 7520 C, to be exact – we knew that we wanted it to convey several important messages about our brand. These particular shades of pink – ranging from blush-infused beige to a pale salmon – define an era in digital tech, and as self-confessed Instagram-enthusiasts we wanted Stories to get in on the action. If you’ve seen the hue of Le Creuset’s new enameled cookware or the tips of Zayn Malik’s hair, you’ll probably know where we’re going with this… pink is in, and it’s not just for girls.

Pink is stripping back its Malibu Barbie image and owning its aesthetic with a whole new rebrand called ‘Millennial Pink’. Androgynous, nostalgic and flattering, the colour has made a comeback in an age where gender-neutral clothing lines exist, LGBTQ models storm the runways, Drake buys a (consequently sold-out) light-pink Stone Island puffer jacket, Gordon’s release a ‘Premium Pink’ gin and footballers wear man-buns. The Grand Budapest Hotel is saturated in a Millennial Pink hue, the walls of the Gallery at London’s Sketch are freshly painted in its familiar lacquer every two years and brands such as Kinfolk, Acne and Glossier revel in their devout pink-ness.

Pantone named Rose Quartz it’s 2016 colour of the year and swiftly released the dusky Pale Dogwood and piercing Pink Yarrow as the top colours for Spring 2017. Pink has made its mark on the world, and it’s available to everyone. Much in the same way that women aren’t deterred from buying a blue product, men are now opening up to pink options thanks to campaigns such as Need Supply Co, who promoted their menswear via email with the subject line ‘Pink is the new Black”. Pink had been gendered to the point of what seemed like no return (the Barbie cars, the Hello Kitty stationary, the Victoria’s Secret PINK pajamas), but today we’ve reached a stage where it appears, once and for all, genderless.

Let’s talk about the rise of rosé for a minute. A drink that was once thought of as the cheaper, sweeter, less sophisticated little sibling of red and white wine varieties is increasing its sales year upon year by up to 15%, according to Sainsbury’s. It’s widely thought that younger drinkers are playing a huge part in rosé revival, primarily because of its highly Instagrammable hue. Accounts such as @YesWayRose, a lifestyle brand that celebrates rosé wine, are at the helm of the movement, but if rosé is the drink of choice for Millennials who want to dangle a peach-coloured wine glass atop their inflatable flamingo whilst relaxing in the pool, is this purely based on colour? Potentially, but it also gets points for its versatility (you can pair it with just about anything), it’s taste (generally brimming with berry notes) and it’s lack of intimidation (there are few things less scary than a glassful of pink liquid).

On the other side of the fence, however, we have Aurosa: the so-called ‘sexist’ beer for women that sparked outrage when it made its debut on Twitter last year. The Czech-based company began marketing their beer as the ‘first beer for her’, which Twitter users unanimously labeled as ‘idiotic’. But is this due to the pink packaging, or the product itself? The brand successfully dug their own grave when commenting on the backlash of Aurosa, saying that ‘alcohol has no gender… however, the beer industry is largely dominated by men… beer can still feel pretty much like a masculine affair”. The retaliation has affirmed that there is no place for gender stereotypes in the current market, Millennial Pink or otherwise.

We’re all about the #GirlBoss-mentality (no prizes for guessing the colour of that book cover…), but in this Instagram-filtered reality, anyone can rock Millennial Pink if they’ve got the right message to tell. Gone are the days when pink meant Paris Hilton and Juicy Couture; today pink means business. And that’s precisely what we deliver.