10 May, 2021

Oh look, American Airlines is revamping its amenity kits............

Business
New revamped amenity kits on American Airlines long hail and trans-continental flights

One of the leading mega-carriers in the U.S,  American Airlines has been busy working in partnership with  Shinola and D.S. & Durga for a complete revamp on its amenity kits for his premium fare-paying passengers.

American hopes these little tiny bags will help keep memories of customers’ travels at the top of mind, even when they are no longer flying at 35,000 feet in the air.  From looking at them,  I fear that might be a vain hope,  for they don't exactly set the pulse racing or envoke an emotion of desire and fondness.

These new amenity kits, which are rather plain plane pouches of personal care items wrapped in sustainable packaging are given to premium customers on long-haul international and transcontinental flights. The rollout has already started today, for flights operating between the United States and London (LHR). This includes service to LHR from Dallas-Fort Worth (DFW); Miami (MIA); Chicago (ORD); Los Angeles (LAX); Charlotte, North Carolina (CLT); New York City (JFK); Philadelphia (PHL); and Seattle (SEA). The kits will roll out across other long-haul international and transcontinental flights throughout the summer.
First

For those that may not be up on the latest funky trends, Shinola, founded in Detriot, is a luxury design brand crafting products that are built to last, including world-class watches and premium leather goods. The new amenity kit bag was meticulously designed exclusively for American to get customers from place to place in style, while also offering the functionality to be repurposed post-flight to collect keepsakes or organize essentials for future journeys.

Brooklyn, New York-based D.S. & Durga are perfumers known for transportive fragrances with rich narratives. The amenity kits include aromas Rose Atlantic and Radio Bombay in lip balms and lotions. Rose Atlantic is inspired by summers on the New England coast with aromas of wild rose and the salty sea. Radio Bombay is described by the perfumers as a journey to the ol’ days of Mumbai as “hot copper tubes warm the soft wood releasing the blooms of musk, cream, peach, ambrette, coco and cedar distillates.”

“American often seeks brands that are rooted in creativity, especially those that celebrate travel before, during and after the actual journey,” said Clarissa Sebastian, Managing Director of Premium Customer Experience and Onboard Products. “D.S. & Durga and Shinola underscore what we value in our partners at American — the ability to inspire connection with people or places that matter and experiences that enrich us.”
The new premium economy package

I wonder how many people actually use all the items in an amenity kit during a flight,  other than to just fiddle with something for a few minutes. These kits are not going to set the world alight,  they are not going to sway an undecided customer to pick American over the competitor. In fact, at face value, they do seem rather underwhelming, I'd rather have a $10 dollar price drop rather than one of these new amenity kits, or better yet, a way to donate to charity if I don't take one of these little pouches. Although the little pen does look cute, which is the best I can say about these small kits. 


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