Lufthansa is refreshing its amenity kits once again, but this time the more interesting story is not the kit itself, but what comes with it…especially in first class.
Lufthansa Adds À La Carte Skincare To First Class Experience
Lufthansa has partnered with German skincare brand Babor to introduce new amenity kits across its premium longhaul cabins, but in first class, the airline is going a step further with something far more interesting: an à la carte skincare menu.
Instead of simply handing passengers a standard amenity kit, Lufthansa will now offer a selection of Babor products that can be customized inflight. As Lufthansa explains it:
First Class guests can select additional products from a completely new menu that can be tailored precisely to them and their skin’s needs. The crew then brings guests their individually selected products directly to their seats.
In addition to a revitalizing eye cream, Eye Zone Patches, and a firming filler serum, a moisturizing gel-cream is also available, which ensures well-cared-for skin – especially at 10,000 meters. The new amenity menu deliberately focuses on guests’ individual wishes and preferences, creating a uniquely personalized skincare experience.
A Small Touch That Feels Very Premium
While not a full-on spa in the sky, it’s closer than anything we’ve seen from Lufthansa before.
The idea of choosing from a range of skincare products onboard introduces an element of interaction that most airlines have abandoned in favor of standardization. Instead of a one-size-fits-all kit, passengers can engage with the crew and select what they actually want.
That matters.
Because in first class, the little moments tend to define the experience more than the big ones. A seat can be great, the food can be excellent, but it’s these small, unexpected touches that stick, at least for me.
Lufthansa seems to understand that here.
“With the new First Class service concept, we are creating an even more personalized travel experience and offering our guests exclusive products from the premium skincare brand Babor.”
This is exactly the kind of differentiator that doesn’t cost the carrier much (Babor may even be paying for it!), but can leave a positive lasting impression.
Business Class Gets An Upgrade Too
While first class gets the headline feature, Lufthansa is also refreshing its business class amenity kits.
Passengers will receive new kits featuring Babor products, with an emphasis on sustainability and higher-quality skincare than what Lufthansa has offered in the past.
That’s a welcome improvement, even if it is more evolutionary than revolutionary.
The reality is that business class amenity kits have become increasingly commoditized across airlines (I still question both their utility and necessity). Lufthansa isn’t offering anything revolutionary here, but it is at least moving in the right direction by partnering with a recognizable premium brand.
> Read More: Are Airline Amenity Kits Wasteful?
CONCLUSION
Lufthansa’s new amenity kits are nice, but the real story is the first class skincare menu.
It’s a small idea, but a smart one.
By allowing passengers to choose their own products, Lufthansa is adding a level of personalization that strikes me as truly premium. That includes another touchpoint between crew and passenger, which is where great service tends to happen.
This won’t transform the first class experience on its own (even rubber ducks wouldn’t do that!)
But it’s exactly the kind of detail that can elevate it.
images: Lufthansa // hat tip: One Mile At A Time
Lufthansa and Babor… Two German icons unite in a partnership defined by excellence, quality and performance. This new partnership is part of Lufthansa’s Future Onboard Experience (FOX) program.
Babor has actually been making really good products since 1956. Hopefully it will continue like this.
With the integration of Babor products, Lufthansa is expanding its service offering beyond seating and catering. The skincare range has been specifically selected to meet the needs of travelers at high altitudes, where cabin conditions can affect the skin. It seems that, as turning 100 years young, LH is determined to prove that the seasoned airline “is the Journey.”
Tell us more, Güntürk Üstün… you based in Deutschland?
I’ve become very suspicious about skin care products and their actual value. The markup is about as high as it gets ( 80 % ) but the rest of the story revolves around who bottles what. La Prairie once a fav is now made in Germany at the plant that makes drug store Nivea and Eucerin. When you have such high profit margins spending a lot on amenity promotions is easy.
It’s nice to see Lufthansa doing something to improve the passenger flying experience. It’s a bit of a novelty but a step in right direction.