United Airlines has today debuted new amenity kits, which will be available on select domestic flights. These replace the amenity kits that were designed in collaboration with Away, which were previously available on some flights.
In this post:
United’s new transcon & Hawaii amenity kits
As of August 2023, United is rolling out two new amenity kits, available on premium domestic flights. This is the first time that United is collaborating with different brands for route-specific amenity kits, as the airline is trying to customize the passenger experience.
The first new product is known as the United x Asutra amenity kit, and it’s available in business class on premium transcontinental flights between Newark (EWR) and the West Coast:
- Asutra is co-owned by Venus Williams, and offers cruelty-free skincare made without any parabens, phthalates, or petroleum; the company is also headquartered in Chicago, much like United
- The kit includes an Asutra cleansing face towelette, nourishing lip balm and hand lotion made with magnesium, bamboo toothbrush, toothpaste, eye mask, and ear plugs, all held in a reusable, Asutra-branded pouch
The second new product is known as the United x Ua Body amenity kit, and it’s available in first class on flights between the mainland and Hawaii (this debuts in late August 2023):
- Ua Body is owned, operated, and made in Hawaii, and features local scents and ingredients
- The kit includes a Ua Body lip balm, hand cream and refreshing face mist, plus a bamboo toothbrush, toothpaste, eye mask, and ear plugs, all held in a reusable pouch featuring artwork from Hawaii-based artist Christie Shinn
United distributes these kits to roughly 65,000 passengers per month, so quite a few people will be seeing these kits. United is also expected to debut new international amenity kits in the near future, replacing the current Away amenity kits.
My take on United’s new domestic amenity kits
Let me start by saying that I haven’t seen these kits yet “in the flesh,” so all I can go off of is what United is sharing. With that in mind, a few thoughts for now:
- Airlines constantly change their collaborations with brands on amenity kits; that’s because airlines get the products for next to nothing, as it’s a win-win — airlines can offer something premium to their customers while paying very little, while brands get access to an affluent and desirable customer base
- Among the “big three” US carriers, United deserves credit for probably putting the most effort into its amenity kits; for that matter, United is unique in offering amenity kits on all flights between the continental United States and Hawaii, even from the West Coast
- From a business perspective, I’m a bit surprised by the increased collaboration with smaller brands; I can appreciate they probably want to get their name out there, but I have to imagine more people are likely to make a purchase based on an amenity kit if it’s a brand they’ve previously heard of
- As much as I appreciate when airlines put effort into their soft product, I can’t help but find amenity kits to be a bit wasteful, especially on non-long haul flights
Bottom line
United Airlines has debuted new amenity kits for domestic flights. This includes one type of kit for premium transcontinental flights, and another type of kit for Hawaii flights. The kits look pretty nice, though I’m curious to hear what OMAAT readers think, especially those who have firsthand experience with them.
What do you make of United’s new domestic amenity kits?
I have had the pleasure to fly LAX to HNL a lot in the last couple months and their Hawaiian kits I must say are the bomb! It was fun to get all four of the designs (Koi fish and Royal Hawaiian are tied for top design). The ua products are so amazing I ended up ordering from their website for Christmas presents (also sold in gift shop at Royal Hawaiian).
Your article is incorrect re site of manufacturer. The Hawaii amenity kits contents are designed in Hawaii but the cosmetics are made in China. The toothpaste is made in Thailand. The same for the mist and hand cream (a different company) in the Business class restrooms. I have not seen the transcon kits.
Why not?
People who believe that amenity kits are not important don’t have to accept them. UA believes that they add to the “premium” feel of their front end product. If done right, they do. If done wrong, it’s forgettable.
UA has it right, especially if it costs them next to nothing. It’s a good investment.
I hope the lip balm includes SPF, unlike the ones included in the Away kits.
I'm a bit fan of the old (2018?) Lufthansa kits that were reusable grocery bags. I still use that one.
I wonder if people really use them. Perhaps when you talk about sustainability cutting out things that people do not really use could be a good start.
These look like something I would actually take with me and reuse (unlike the Away kits).
Wasteful-smaseh-ful! Gimme my kits! As someone who pays for his flights: I want them.
I wonder if they'll offer one from EWR to YVR? It's a 6+ hour flight on a 737 MAX.
I still love me some eau de toilette or parfum like they do on the Middle East Airlines. BA had a eau de toilette in their amenity kit in club world. I want american to start including that.
Big YAWN
Best kit I have ever received was from AA International F. It was an iPad soft padded sleeve, with amenity items inside, plus a metal tag on outside with AA name on it.
I still have a couple of those around, they are quite good when you travel with a tablet.
Will basic economy passengers also recieve these kits during Hawaii flights? I just got off one and couldn't even get a blanket.
I haven't (and probably won't) try these amenity kits as I have no reason to ever fly to/from Newark and wouldn't choose United for a trip to Hawaii. However, I'm a sucker for a great amenity kit and wish that more airlines would put more effort into them and, as somewhat frequent transatlantic traveler (at least 10 rts/yr), I'd love it if they'd change them up more often.
I fondly remember the VS Upper...
I haven't (and probably won't) try these amenity kits as I have no reason to ever fly to/from Newark and wouldn't choose United for a trip to Hawaii. However, I'm a sucker for a great amenity kit and wish that more airlines would put more effort into them and, as somewhat frequent transatlantic traveler (at least 10 rts/yr), I'd love it if they'd change them up more often.
I fondly remember the VS Upper Class amenity kits from the early 2000s that were high end and playful. The La Premiere amenity kits are a close second, but pretty stuffy!
If they would put as much effort into the catering…
100% this. Catering has marginally improved but miles to go...
I’ve never used either of these an amenity kits before, but judging from the pictures, they look great. I like the blue theme on the first one and the tropical theme on the second. I’m flying United to Hawaii in early September and now I wish I had a ticket for first class so I could get these new kits!
Go on eBay in about 2 weeks. You'll see lots of them their!and any other amenity kits for that matter! I was able to finish out my collection of AA Legacy Carriers series they did a couple years back on there. Was pretty cool, the bag, socks, toothbrush, pajamas, eyemask all had the same theme/color patterns as Reno Air, Piedmont Airways, TWA, America West, US Air, AirCal, American Airlines, Allegheny, & PSA.