United Airlines Makes a Change Passengers Will Like

One of the perks of flying in a class higher than economy are the amenity kits one gets upon entering the plane. Depending on the length of the flight, one can get everything from an eye mask and socks to a full set of pajamas made from a soft fabric.

Airlines will also partner with makeup and skincare brands popular in their countries — Air France  (AFRAF) – Get Free Report has been known to give its business class travelers mini bottles of Clarins and L’Occitane products. 

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While such wellness sets are usually reserved for long-haul flights across an ocean, some airlines also have them on domestic flights — both Delta Airlines  (DAL) – Get Free Report and United Airlines  (UAL) – Get Free Report offer amenity kits on some flights that go cross-country or between Hawaii and the continental United States.

United Partners With Venus Williams-Backed Beauty Brand

In the summer of 2022, the latter partnered with luggage brand Away for new sets that look like a mini suitcase filled with earplugs, a mask and other smaller items (the pillows and blankets came in separate packages.) 

A year later, the airline is once again overhauling its amenity sets with two new kits. On flights between Newark and Los Angeles and San Francisco, travelers will get a set full of products from Chicago-based beauty and wellness brand Asutra — a brand that counts tennis star Venus Williams as an early backer and investor.

The pouches debuted on August 1 and include a lip balm, cleansing face towelettes, hand cream, bamboo toothbrush and the usual mask and earplugs.

The cruelty- and paraben-free products will feature the Asutra name.

The Hawaiian kit, in turn, includes products from local skincare brand Ua Body as well as coconut-scented hand cream, lip cream and face mist alongside a bamboo tooth brush and an eye mask made from recycled materials.

The pouch itself will feature four designs of local scenery created by local artist Christie Shinn. The idea is for the passengers to take the pouches home and use them again while remembering their trip and United flight.

‘Our Customers Are Going To Love Them,’ United Promises

“We’re really proud of these amenity kits – fantastic new partners, exclusive products, and high-end ingredients,” Peter Wolkowski, who heads onboard product design at United, said in a statement. “Our customers are going to love them. These kits, customized for our transcontinental and Hawaii-bound travelers, are just the latest way we’re working to make the travel experience even better at United.”

Other United flights will feature the airline’s standard business class amenity kits not tailored by location. Along with being a way for airlines to compete with one another, such small details are a way to make travelers who paid several thousand dollars for a ticket feel “cared for” —  better food, reclining seats and unlimited alcohol are some of the others.

Last spring, Air India also overhauled its amenity sets to include a few more items that would separate it from other airlines: socks and a dental kit made by luxury luggage company Tumi, a ballpoint pen and a vegan leather patch travelers can later bring in for monogramming with their initials.

Premium economy travelers also get a smaller kit including a Tumi eye mask, socks, a pen and a Malin + Goetz lip balm.

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