Airlines frequently change up their amenity kits for business class passengers, given that they’re often created in partnership with other brands. Along those lines, KLM is the latest airline to refresh its amenity kit, and it’s unique…
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KLM partners with Envisions & Marie-Stella-Maris on amenity kits
As of August 1, 2024, KLM will be rolling out new amenity kits in its long haul business class, which are a collaboration with Envisions and Marie-Stella-Maris.
The kits as such were designed in partnership with Envisions, and are actually reusable bags, which passengers can use after their flight for a variety of purposes. Envisions is a Dutch firm founded by a collective of young graduates from Design Academy Eindhoven. There will be four different comfort bags, with colors and patterns representing different times of day.
On top of that, the kits will contain face moisturizer and lip balm from Marie-Stella-Maris. Those products won’t actually be limited to the amenity kits, as we’ll also see products from Marie-Stella-Maris in the business class lavatories, as well as in KLM lounges. This will include hand soap, hand gel, hand lotion, and a face mist.
Marie-Stella-Maris products are made in the Netherlands and consist of a minimum of 96% natural ingredients, including shea butter, almond oil, and hazelnut oil.
These new amenity kits are… practical?
I have a couple of thoughts on these new amenity kits.
First, I’m a little confused by the contents that are pictured. Do these kits really only have face cream and lip balm, or are those just the products being shown here, since it’s what’s new with this collaboration? I have to assume that it’s the latter, since it would be very unusual for an amenity kit to not have basic toiletries. For context, below is what KLM’s current amenity kit looks like.
Second, while the concept of an amenity kit being a reusable bag might not seem particularly premium, it seems pretty practical. For that matter, it’s a good fit for the KLM brand — the airline tries to come across as approachable and sustainable, rather than premium and exclusive, so I think that fits with the brand identity.
Many premium travelers receive a lot of amenity kits over time, and there’s only so many of them that you can repurpose. So being able to turn an amenity kit into a reusable bag is kind of cool. Funny enough, this isn’t a totally new concept. On my recent Lufthansa Allegris flight, I was actually given a reusable bag, with Lufthansa business class branding.
Bottom line
As of August 1, KLM will be rolling out new amenity kits. The kits were designed in partnership with Envisions, and are reusable bags. Then the bags contain products from Marie-Stella-Maris, which you’ll also find in business class lavatories and in business class lounges. While this isn’t your traditional amenity kit, it seems appropriate for KLM’s brand.
What do you make of KLM’s new amenity kits?
There is no extra bag in the KLM kit though, whereas the previous one you received it was inside the kit. Another sustainability or green claim that is not actually green.... I agree with the comment below, I wonder if they are missing the point.
LH and LX already tried that some time ago. I got both, they were horrible.
As someone else already mentioned, these aren't unique, I have a handful from shorthaul European J. Also, I already have far more than a lifetime supply of reusable bags. Given that they're generally still petroleum based fabrics, they're actually quite a bit less sustainable than even the thin 'single-use' plastic bags. So this is just making something not as nice to appear, but not actually be, greener. Not interested.
The most practical amenity kits EVER (maybe not the most glamorous) were the blue shoe bags provided by American maybe... 30 (?) years ago. I am still carrying them around and they are especially useful in seats without much storage. Unfortunately, many show their age and break down. I must be down to my last 3 or 4.
On occasions an ancient FA comes to me after seeing one and reminisces, usually adding that Yes,they were changed many times but never matched.
I think that was Northwest KLM.
“Sustainable” is fine as long as it’s still refined and contents are practical for a long haul flight. Plus, can you call something sustainable when you fill it with tiny, throw away plastic bottles? It’s all just a marketing ploy in effort to cut costs.
Northern european companies love this sustainable agenda and make such effort to come across as ‘friendly’. Honey, news flash, all is see is cheap.
To those complaining about the kit should be „classy“: living in Munich (and because LH has them since 2018(?) for Premium Economy and then business class), I see quite a few people using them for shopping, going to a party/cinema/biergarten/kindergarten etc.
these bags are a great way to show how rich, successful and important you are being able to fly business class ;)
They are very subtle but carry the message
A reusable bag is not unique.....Lufthansa has had them for the last few years, I think from the middle of the last decade, as business class amenity kits. They're practical...
KLM is low cost J class that is not low on fares.
They’re Dutch, ya know
@Jordan is saying it best. They are great donations to homeless shelters! At the office we regularly collect them for women’s shelters as well.
And my favorite kit of all time was also a reusable bag from American. I used that bag for years…though stuffed the content into other kits for donation.
Anyone also have American’s airline heritage kits? They were awesome, saved them all, though also gave the contents.
Give your countless amenity kits to the homeless shelter, they can put them to good use. I always have a current few favs, and give the others as gifts to family/friends. Sometimes as a thank you to a hotel employee...the rest to the homeless shelter.
Reusable bags are great. AA gets a lot of crap, but their amenity kits over the past 10 years have been very practical. I still have a F class amenity...
Give your countless amenity kits to the homeless shelter, they can put them to good use. I always have a current few favs, and give the others as gifts to family/friends. Sometimes as a thank you to a hotel employee...the rest to the homeless shelter.
Reusable bags are great. AA gets a lot of crap, but their amenity kits over the past 10 years have been very practical. I still have a F class amenity kit that doubles as a iPad protection sleeve with a zip. Many of the shoe bag amenity kits, are great and compress. Those grey bags from a couple of years ago are great for electronic cables.
The last time I took the amenity kit home was a few years ago on LH where i got a reusable shopping bag, which i still use when buying fruits and veggies at the farmers market.
The business class kit I actually reuse the most are the ones from BA circa 2015 that were shoe bags. The other kits I always take thinking I’m going to repurpose them as something… and usually end up throwing them away
Please give to your local homeless shelter. I usually take over 10-20 at a time, along with lots of hotel toiletries.
The Rituals Tulip & Yuzu scent always makes me think of flying with KLM. It is going to be weird when they switch to this other brand. While not a high end brand, I have always enjoyed the Rituals items in their kits.
I have a reusable bag from LH from 2018. Still use it (in fact used it today).
I really liked the current zip bag. I use it for medical supplies, a pen light, back up credit card and ID, extra charger cables, and earphone adaptors. It’s convenient to be able to grab and put in my backpack when I fly.
The reusable bag is not bad per se. The problem is these reusable bags get worn very quick. The current zipper toiletry bag can serve as a nice reminder of the airline for years.
Agreed! I reuse my favorite zip amenity kits to pack/separate toiletries, medications, etc. The kits I don’t use also make great holiday gifts/stocking stuffers my family members look forward to. Amenity kits are one area airlines can add a little design and flare to their brand onboard. That sad/bland/drab, new KLM bag wouldn’t make the cut.
Finnair already eliminates basic toiletries from its amenity kit. The amenity kit for my flight from HEL to JFK on 31 May only contains eyeshades, earplugs, and a dental kit. It explicitly pointed out passengers can find lotion and facial mist in the lavatory.
You're saying AY business class is getting exactly what QR economy class gets?!?
Wait QR even get socks.
That "lotion" in the lav is actually hand cream. Nothing avaiable for your face. Penny pinching to the extreme.
Eskimo, socks (as well as mouthwash and lip balm) are available on request from the cabin crew. Slippers are provided to all J pax.
I do wonder whether they are missing the point here as the people I know who regularly fly in Business would prefer something that reflects a bit of class, style, elegance, status etc rather utilitarian.
If you regularly fly business class you should have more amenity kits than you know what to deal with. You must not be someone who flies business class regularly.
If you regularly are wealthy, you should have more money than you know what to deal with.
You must be a socialist who never had money.
Style and elegance is not what you associate with the Dutch. You would expect that from Air France.
I must try that amazing Dutch food, said no one ever.