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…
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?
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