Airlines have been raising the profile of their inflight First and Business Class amenity kits by conglomerating with top life-style brands.The relationship is advantageous to both parties; the life-style brand secures exclusive advertising opportunities to an audience of elite travellers, whilst the airline is able to offer its most prized clientele more than just a disposable toothbrush and a pair of socks.
The business class designer amenity kit trend started in 2015 and now, in 2021, it is one of the mainstream practices that travellers have come to expect.
Qatar Airways for example, partnered up with Giorgio Armani in April 2015 to produce First and Business Class washbags, and offer sleeper suits by Missoni. The washbag featured luxury toiletry items such as Acqua di Gio perfume, Crema Nera Extrema Supreme Reviving cream and Armani Pour Homme aftershave.
In November 2021, Singapore Airlines announced that Penhaligon kits would be available on request to business class passengers. The kit was designed to be taken home and increase a trio of unisex products: a hand lotion, lip balm, and facial mist spray.
In May 2021, American Airlines revamped amenity kits by partnering with luxury brands Shinola and D.S. & Durga.
Similarly, in August, United Airlines began offering their premium customers amenity kits made by Tumi containing skincare products by Cowshed from private members’ club Soho House. Two months prior, Delta Airlines renewed its kit contents with Malin + Goetz products. Whilst Etihad, never one to be left in the background, released its new range of limited edition Business Class packs in October, with each kit containing a Luxe City Guide, and toiletries by Scaramouche + Fandango.
Ever one to push the boundaries of its premium offerings, Emirates also unveiled an updated version of its Bulgari kits for First and Business class customers at around the same time. The First Class bags are made of leather whilst the Business Class ones come in a satin finish. Both are stocked with Bulgari body lotion, shave balm, body spray and face cream.
Jumping on the bandwagon, Turkish Airlines has joint forces with a host of luxury brands to produce its new range of amenity kits to be released in June. High-end brands include Cerruti, Chopard, Institut Karite and Furla, as well as Jaguar and Bentley.
Other historical collaborations include Alitalia and Salvatore Ferragamo, British Airways and Elemis Spa products, Garuda Indonesia and L’Occitane cosmetics, and Swiss with La Prairie skincare products.