Millennials are the most gender fluid generation. They’re more accepting of different sexual identities. They’ve even turned a line of Bench scents made for men into a gender-neutral product.

In celebration of this generation’s gender fluidity, Bench repackaged these scents and called it #BenchGenerationFluid.

The scents were launched through installation during the 2018 Pride Month, on shelves and storefront. LGBTQIAP flags were installed in Bench stores as well, bannering support and acceptance for the community.

The campaign spurred online debates about LGBT acceptance but further strengthened Bench’s leadership as the number one Filipino brand among millennials.