One of the most coveted in-flight experiences is opening the amenity kit to discover its delights — a miniature flacon of perfume or a cult-brand lip balm, perhaps, nestled with the toothbrush and eye mask.

Full-service airlines increasingly compete to deliver a superior experience and win the loyalty of fliers in premium cabins, using designer kits, fancy sleepwear and pillows as objects of desire.

In May, Qantas released its Qantas Curates initiative, working with Australian contemporary art curators to select artworks from 16 Australian artists, designers and photographers to create unique amenity kits which represent Australian culture.

Olivia Wirth, Qantas Group executive of brand, marketing and corporate affairs, says the airline’s vision is to grow awareness of contemporary Australian art and give travellers a collectible piece to take home.

“Along with in-flight pyjamas, we know amenity kits are an important part of the international business class experience. Customers love the functionality of our kits and many use them after their flight as make-up bags, an evening clutch or to carry their mobile phones. So, the exposure is broad,” she says.

Other airlines, such as Emirates, Qatar Airways and Singapore Airlines, which target the luxury travel market, partner like-minded luxury lifestyle and fashion labels such as Bulgari, Salvatore Ferragamo and Bric’s luxury luggage maker to create their in-flight amenity kits.

Adrian Eugene Seet founder and editor of lifestyle website Superadrianme.com, says travellers have come to expect amenity kits on board, particularly in premium cabins, just like they expect hotels to provide toiletries.

Sleepwear, a comfortable pillow and blanket or duvet for a good sleep on long-haul or red-eye flights are also important for a pleasurable in-flight experience, he says, adding: “Amenity kits sometimes give me the chance to try new brands and products. Some kits have also educated me about a country’s culture and practices and they make great gifts for family and friends.”

Event organiser and frequent flier Desmond Tan, 40, appreciates the comfort that an amenity kit’s practical items — such as a toothbrush, lip balm and moisturiser — provide during a flight. But he says the kit’s real value is in a well- thought-out bag.

“Most regular travellers are always looking for a great bag for charging cables, gadgets and adaptors and I have used some amenity kit bags for years,” he says.

The Straits Times rounds up some of the best in-flight amenity kits that airlines offer.

Qantas

In May, Qantas launched a series of business class amenity kits with a twist. In a project called Qantas Curates, artwork by 16 of Australia’s up-and-coming artists, photographers, designers and influencers will appear on 16 amenity kits — eight for men and eight for women.

Also included are toothpaste, toothbrush, earplugs and travel socks as well as a line of hydrating hand cream, lip balm and face moisturiser created for Qantas by award- winning Australian spa Aurora.

A new pair of kits will be released every quarter. Business class passengers on overnight flights will also get a soft grey cotton Qantas pyjama set.

Emirates

With a reputation for taking its planes, service and amenities to the next level of luxury, Emirates partnered luxury Italian brand Bulgari to develop its latest round of stylish amenity kits and even introduced “moisturising” loungewear.

For long-haul overnight flights, Emirates also recently released a new pyjamas set for its first class passengers. According to an Emirates spokesman, these pyjamas are the first moisturising loungewear specifically designed for an airline.

They use Hydra Active Microcapsule Technology: billions of capsules of naturally moisturising, nutrient-rich sea kelp essence have been applied to the fabric and these are gently released during movement, keeping skin soft, refreshed and hydrated during the flight. The sleep suits include matching slippers and eye mask that come in a stylish felt pouch.

Qatar Airways

Routinely ranked one of the best airlines in the world, Qatar Airways launched its first and business class amenity kits, which look like miniature suitcases and travel bags, in an exclusive three-year partnership with Bric’s high-end Italian luggage designer in December last year.

The nature-focused items include a lip balm, hydrating facial mist and anti-ageing moisturiser for business class passengers, with an additional night recovery cream for first class kits.

The sleek leather kits come in burgundy and cream for women and black for men, and include matching eye masks, earplugs and socks.

Air France

The Air France amenity kits are the picture of understated chic. Available in blue, grey, orange and turquoise, the latest unisex business class kits were launched in February and new styles and colours are introduced every six months.

In the La Premiere First Class cabin, the amenity kit takes the form of a sleek faux leather case embossed with the Air France logo. It carries products by the exclusive French cosmetics and skincare brand Carita and includes a moisturising face cream, eye cream, lip balm, hydrating hand cream, pen and comb.

Air France also introduced a new La Premiere sleep suit last month. The unisex black cotton pyjamas are folded within an elegant faux-felt and leather pouch, which passengers can take with them, along with a matching comfort kit of slippers, socks, shoe horn and a shoe bag.

British Airways

Business class customers get an exclusive selection of products from Elemis Skincare, an award- winning anti-ageing British brand which has been stocking the airline’s kits since 2013.

Rather than a typical pouch, the kit is designed as a dark or light-blue drawstring bag — decorated with a print of the London skyline — which can be used as a shoe or laundry bag after the flight.

In addition to socks, toothbrush, toothpaste and pen, the women’s kits include Elemis pro-radiance hand and nail cream; pro-collagen marine cream for deep hydration; and ultra-conditioning beeswax lip balm. The men’s kit also includes a razor and soothing shaving gel formulated with skin-soothing arnica and jojoba oils.

The women’s bag also functions as a stylish wristlet and is made in the Oriental-inspired Christelle floral print. It includes firming eye serum; triple rose moisturiser; deodorant; and basics such as cotton wool and toothbrush.

The Straits Times / Singapore

Published in Dawn, July 5th, 2017