Among the many perks of flying at the pointy end of the airplane is the amenity kit – those thoughtful little take-away bags packed with products to pamper and rejuvenate those all-important premium passengers. These complimentary kits are surprisingly popular, so much so that they’re considered true points of differentiation among first and business class services.
There’s no doubt – these little goody bags can mean big business for airlines. With that in mind, much imagination and consideration goes into how the kits communicate each carrier’s unique identity. So airlines turn to fashion designers and top beauty brands to offer frequent fliers a little something to remember them by – and come back the next time.
Here’s a look at just a handful of the latest amenity kit offerings from airlines who are hoping to lure demanding – and profitable – high-end travelers into those, cushy, pricey lie-flat seats.
1. Air France
CABIN: La Première
Air France has rolled out its newest La Première amenity kits featuring Carita beauty products. The new kit has the seahorse, the symbol of Air France and the La Première logo on a great bag.
Inside customers receive moisturizing Lagoon face cream, supreme wrinkle solution for the eyes, luxury hand cream and lip balm, face pack, ear plugs, a comb and a pen.
Additional Carita products are available onboard the aircraft for customers as well. These include L’Eau Lactée, a gentle and milky eye make-up remover; a Lagoon spray; Fluide de beauté 14, an ultra-nourishing oil for face, body and dry hair; Lait de beauté 14, a moisturizer that provides intense nourishment to dry skin.
2. American Airlines
CABIN CLASS: First and Business Class
Multiple kits have been produced to differentiate between cabin and class of service. The international first class kit, for example, comes with 3LAB skincare products including M Cream, Perfect Hand Cream, and Perfect Lips (Balm), tissues, hand sanitizer, mouthwash, pen and foam headphone covers. Meanwhile the international business class kit contains products by C.O. Bigelow, and the domestic first class kit is stocked with Clark’s Botanicals products.
All kits however feature a custom bag designed by Cole Haan, as well as toothbrush, toothpaste, eyeshade, socks, and earplugs.
3. All Nippon Airways
CABIN: Business Class
ANA’s new kit is made from natural canvas with the Neal’s Yard Remedies logo. Inside, users will find the British retailer’s Bee Lovely Hand Cream (10ml), a White Tea Facial Mist (10ml), Sheau Nut (4g) and Orange Organic Lip Formula. This is complemented by ANA’s own brand toothbrush, toothpaste, eye mask and earplugs.
4. Delta Air Lines
CABIN: Delta One
Delta has continued its successful partnership with luggage manufacturer Tumi to develop multiple amenity kits that differ based on the flight traveled. Delta One passengers flying domestic will receive either hard- or soft-cased Tumi bags, while those on international flights will receive a navy hard-sided kit when flying out of the US, and a soft-sided black amenity kit on inbound US flights.
All kits feature Kiehl skincare products, which include Lip Balm #1 and grapefruit-scented hand and body lotion infused with aloe vera and oatmeal.
CABIN: First Class
Emirates is now featuring VOYA and Bulgari products in their first class amenity kits, including a set of the world’s first moisturizing loungewear designed in collaboration with Matrix that uses Hydra Active Microcapsule Technology to keep skin hydrated during flight.
The kit also includes luxury skin care products from VOYA with shampoo, conditioner, body wash, cleanser, body moisturizer, hand wash, soap and hand cream, available in three different fragrances: rosemary and mint, lavender and rosemary, and lime and mandarin.
The high-quality leather kit bags come in charcoal gray for men and pale gray for women in eight designs. Business class also gets eight designs – four for men and four for women.
6. Etihad Airways
CABIN: First Class
Etihad Airways has unveiled a new range of luxury amenity kits for first class passengers, created in collaboration with fashion designer Christian Lacroix and Hungarian skincare brand, Omorovicza.
The embossed bags come in gray and plum variants – intended for men and women, respectively – with a second phase of black and burgundy kits set to be introduced in the future. The men’s is designed to act as a wash bag while buttoned down or as a convertible flat case for storing tablet devices when opened flat. The women’s variant, meanwhile, is a debossed fold-over bag intended to be used as a clutch handbag.
Inside the bags, guests can find four items from Omorovicza’s “Gold” collection, including anti-aging and rejuvenating products. Additional Omorovicza products will be made available in first class washrooms, including face mists, face and hand wash, and hand lotion. Along with the specialty Omorovicza products, comfort items such as ear plugs, a comb, shaving and dental kits, sleep and relaxation packs will also be included in the new kits.
7. Hong Kong Airlines
CABIN: Business Class
Hong Kong Airlines’ business class kits have been designed in partnership with aviation-industry supplier Clip and local design firm Ricebowl Republic. The designs include iconic Hong Kong images such as the Star Ferry, which goes between Hong Kong Island and the Kowloon peninsula, rickshaws, the city’s trams and the city’s skyline. The interiors of the bags have different brightly colored linings which, along with rickshaws and trams, also includes the city’s traditional junk boats.
The kits in business class include specially designed eye masks and socks, along with ear plugs, dental kits and a L’Occitane shea butter lip balm and hand cream.
In addition to a new business class amenity kit, Hong Kong Airlines is also due to begin rolling out its new business class seat product across its new Airbus A350-900 aircraft starting this August.
8. Japan Airlines
CABIN: First Class
Japan Airlines has rolled out new international first class amenity kits on routes between Tokyo (Haneda or Narita) and New York (JFK), Chicago, San Francisco, Los Angeles, London (LHR), and Paris (CDG).
The airline collaborated with PORSCHE DESIGN, a German premium lifestyle brand and offers two colors to distinguish the routes. On flights departing from Japan customers receive the red kit. Flights arriving in Japan receive the gray kit.
Inside each kit guests will receive a toothbrush set, mouthwash, earplugs and eye mask. The kit also includes PORSCHE DESIGN hand & body cream, facial spray and lip balm, a brush, moisture mask and pocket tissue.
In addition, JAL offers international first class cosmetic kits from Shiseido and Cle de Peau Beaute.
CABIN: Business Class
Qantas has launched a new series of business class amenity kits designed by Australian artists, photographers and “digital influencers.” The Qantas Curates line of amenity kits offers two male and female-designed kits, and will feature a total of 16 different creative designs over the upcoming months.
Each kit contains ASPAR products by Aurora Spa including Sweet Orange and Shea Hand Cream, Ultra Hydrating Face Moisturizer and Sweet Orange Lip Balm. Other contents include a wrap-around eye mask in the same artwork as the kit, toothpaste and toothbrush, earplugs and travel socks.
The series launched in May featuring Bubblegum Dystopia by Jacob Leary on the first female kit, while the first male bag featured No Queen Blues/Unwind by Liam Snootle. The carrier said that the aim of the initiative was to grow awareness of contemporary Australian art, at the same time as giving travelers “a collectible piece” to take home.
10. Singapore Airlines
CABIN: Suites and First Class
Singapore Airlines continues to partner with Salvatore Ferragamo for its first class and Suites amenity kits. Inside the kits, passengers will find an assortment of Salvatore Ferragamo-branded products, including a cleansing towel, lip balm and after-shave balm (in the men’s kit) or Signorina Eau de Parum products (in the women’s kit). Other niceties of long-haul flight, such as socks, flip-flops and dental care are provided separately.
Later this year, Singapore Air will take delivery of its next generation of A380s with all-new cabin designs. e to:
Part of the roll out involves co-branding with Lalique on luxury items to be offered
in amenity kits on selected flights. Specifics will be announced as the launch draws near.
11. United Airlines
CABIN: Polaris First and Business Class
Last year United began a change in its international premium service with the opening of the first of nine United Polaris lounges at Chicago O’Hare International Airport. The new long-haul product also includes redesigned seating and – predictably – upgraded amenity kits for first and business class.
The first class kit comes in a tan bag, slightly larger than the business class offering, which is blue. Both kits contain an eye mask, earplugs and a Do Not Disturb sticker, tissues and Polaris-themed disposable socks. Toiletries include Cowshed hand cream, moisturizer, lip balm, pillow mist, a towelette and eye balm along with a toothbrush, toothpaste, floss stick, mouthwash, breath mints, comb, glasses wipe and hand sanitizer.