Generation Fluid

Filipino millennials are the most gender fluid generation. They’re more accepting of different sexual identities. In fact, they’ve turned Bench’s male scents into a gender-neutral product. During Pride Month, Bench repackaged these scents and called it #BenchGenerationFluid. The packaging came in colors representing each LGBTQIAP subculture and was presented as rainbow flags in-store. Inside all boxes were the same three scents showing they can be for anyone. The campaign spurred online debates, garnered a 12% increase in sales and strengthened Bench’s position as the number local brand.