American has collaborated with several big brands for its amenity kit update. The kits will feature designs and products from
Cole Haan, 3LAB Skincare, C.O. Bigelow Apothecaries and Clark’s Botanicals. The carrier says it designed the kits with the help of Buzz, a firm described by American as "in-flight experience specialists."
“We’re investing billions of dollars to customize and elevate the travel experience for all of our customers, and we know our premium fliers are looking for a refined and modern experience when it comes to airline service, right down to the amenity kits for long flights,” Fernand Fernandez, American’s VP - Global Marketing, says in a statement. “We want to set ourselves apart from the competition, so this year we teamed up with four amazing American brands to offer a variety of amenity kits for each premium cabin in a bag they’ll want to reuse.”
The kits will replace the airline's retro amenity kits that bore the colors of "predecessor carriers" like TWA, Piedmont and America West that have merged over the years to former the current American.
American’s new amenity kits won’t include pajamas, but they will include a number of other items for fliers. And there’ll even be amenity kits for first-class fliers on American’s three-class intercontinental routes connecting
New York JFK to Los Angeles and San Francisco. Business-class fliers on those transcontinental routes won't receive amenity kits, but will get a bundled package that includes socks, an eye mask and ear plugs.
As for the kits, American says all will feature a custom-designed bag from Cole Haan and will include a toothbrush, toothpaste, eye mask, socks, and ear plugs. Also included in all kits will be will be discount codes that can be redeemed for purchase of certain brands included in the amenity kits.
The kits will be distributed in four rotations of various colors, ending in March 2017. The first rotation of colors will last 4-½ months beginning with the gray, blue and red kits.
The contents of the amenity kits will vary by cabin and by route. In American’s words, the kits will feature the following items:
International First Class (Cole Haan/3LAB)
Featuring perforated detail and available in six different colors, this kit’s bag is inspired by Cole Haan’s design and innovation collection, ZerØGrand.
Skincare products (M Cream, Perfect Hand Cream, and Perfect Lips (Balm), tissues, hand sanitizer, mouthwash, pen and foam headphone covers.
Dopp Kit design is versatile and is available in eight different color combinations.
+ C.O. Bigelow Apothecaries products (lip balm, Lime &
Coriander body lotion and mouthwash), tissues, pen and foam headphone covers.
Domestic Transcon First Class (Cole Haan/Clark’s Botanicals)
+ This kit’s bag resembles an envelope with its folds and stamped exterior and is available in six different colors.
+ Clark’s Botanicals skincare products (Smoothing Marine Cream, Ultra Rich
Lip Balm, as well as Moisturizing Hand Cream and Refreshing Hand Wipe, both created exclusively for the American Airlines kit), toothbrush, toothpaste, eyeshade, socks and ear plugs.
Source: Ben Mutzabaugh, USA TODAY