adjective / noun
mauve
MOHV/məʊv/
A pale purple color.
The paint swatch shows mauve, matching the pale purple in the pot.

Etymology
Malva names the mallow plant, whose petals have purple markings. Their color supplied the name for a reddish-purple dye, connecting the flower to the pale purple now called mauve.
In context
to some extent had been this rare luxurious color color that was really hard to produce. But in the 1960s, all kinds of purples or purple synthetic dyes appeared from mauve to magenta to Regina