It’s official: American Airlines is stepping up its game. In recent months, the airline has added new routes to its ever-expanding network, maintained its status as the country’s largest carrier — and as one of the safest carriers in the world — and offered reduced mileage awards for Q1 2016 to select destinations. Although its devaluation goes into effect as of March 22, American Airlines is taking steps in the right direction to make up for it, like introducing new amenity kits for passengers.
The carrier announced yesterday that it has teamed up with four American brands — Cole Haan, 3LAB Skincare, C.O. Bigelow Apothecaries and Clark’s Botanicals — to offer customers a different product for each of its three premium cabins, first and business class on international flights and first class for domestic transcon flights.
The amenity kits will be available on flights starting in March and will be distributed in four rotations of various colors ending in March 2017 — the first round features a color scheme of gray, blue and red. All kits will be packaged in a custom bag designed by Cole Haan, inspired by its pinnacle design and innovation collection, ZerøGrand. Each kit will feature branded products from one of the skincare brands mentioned above and all will include moisturizer and lip balm. What makes these bags even more unique is that each will offer a 20% discount code for the skincare brand that’s part of the specific kit, as well as $75 toward a future Cole Haan purchase.
The basics will remain the same across all three amenity kits, no matter the route and class, with each including a toothbrush, toothpaste, eyeshade, socks and ear plugs. From there, each of the three varies depending on class and type of service. Here’s what you can expect to find.
International First Class
Of the three skincare brands partnered with Cole Haan, international first class passengers will receive products from 3LAB. This kit is available in six different colors and is inspired by Cole Haan’s design and innovation collection, ZerøGrand.
Inside, passengers will find 3LAB skincare products, including M Cream, the brand’s Perfect Hand Cream and Perfect Lips (lip balm). As an added bonus to the 3LAB-branded products, passengers will also receive tissues, hand sanitizer, mouthwash, a pen and foam headphone covers.
International Business Class
The second new amenity kit, for international business-class passengers, is a Dopp Kit design by Cole Haan and is available in eight different color combinations.
The kit features skincare products from C.O. Bigelow Apothecaries, such as lip balm, Lime & Coriander body lotion and mouthwash. It also comes with tissues, a pen and foam headphone covers.
Domestic Transcon First Class
Although the carrier is not offering amenity kits to domestic transcon business class passengers, it’s offering first class passengers a different variant of its new kits. First class domestic transcon passengers will receive an envelope-looking bag with a stamped exterior that comes in six different colors.
Inside, passengers will find skincare products by Clark’s Botanicals, including Smoothing Marine Cream and Ultra Rich Lip Balm, as well as Moisturizing Hand Cream and a Refreshing Hand Wipe, both of which were created exclusively for this kit. Passengers will also receive a toothbrush, toothpaste, eyeshade, sock and ear plugs.
Bottom Line
Ultimately, the carrier has really upped its game with the addition of these new snazzy amenity kits. Its old amenity kits were retro-themed and bore the colors of the different brands that make up the present day American Airlines, including familiar names like US Airways, TWA, America West and Allegheny, among others. The luxury brand additions from Cole Haan and multiple lines of American-made skincare products really make it a contender as one of the most appealing amenity kits in the sky.
American is also looking at upgrading its product in other ways and is currently investing in fully lie-flat seats, international Wi-Fi, more in-flight entertainment options and power outlets and a new and modern design for Admirals Club lounges, as well as an upgraded assortment of complimentary healthy food, cocktails and more.