Singapore Airlines is refreshing its business class amenity kits, for the first time since the airline introduced them in 2020 (thanks to The Milelion for flagging this).
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Singapore Airlines updates business class amenity kits
As of December 24, 2024, Singapore Airlines is introducing a new amenity kit in business class on flights of over six hours, which is available upon request.
The new amenity kit is in partnership with New York-based slow perfumery brand Le Labo Fragrances, and the kit has three products — hand pomade, face mist, and lip balm. The items are stored in a waxed cotton canvas pouch inspired by Le Labo Fragrances’ lab aprons. As it’s described, over time the canvas develops unique textures and hues, making each pouch a personal keepsake that can be used as a travel document holder.
This new Le Labo amenity kit will be replacing Singapore Airlines’ previous business class kit, which featured products from Penhaligon’s. That kit also had three items, including hand lotion, face mist, and lip balm.
Meanwhile Singapore Airlines’ first class amenity kit features product from Lalique, and it’s my understanding that nothing is changing there.
The history of Singapore Airlines business class amenity kits
Singapore Airlines is one of the world’s best airline brands, and is known for is known for having one of the world’s best business class products. Despite that, it’s interesting to note the unconventional approach that the airline has historically taken toward amenity kits.
Up until late 2020, Singapore Airlines didn’t offer any sort of amenity kits in business class. That seems strange on the surface, since amenity kits in business class on long haul flights are almost a basic expectation.
Instead, on long haul flights the airline had offered slippers, eye shades, and socks. Then the lavatories would be stocked with most of the items you’d usually find in amenity kits, like dental kits, combs, etc.
Why did the airline not introduce amenity kits for so long?
- Offering them costs millions of dollars per year, and the airline thought money could better be spent on the passenger experience in other ways
- With most other airlines offering amenity kits, it’s not an area where the airline could even really differentiate itself
- Many passengers simply leave them behind, and they’re wasteful
I both agree and disagree with this perspective:
- I’m not sure I buy that other airlines offer them, and therefore it can’t be a competitive advantage; other airlines also offer food, drinks, Wi-Fi, entertainment, etc., but that doesn’t stop Singapore Airlines from offering those things either
- I do agree that amenity kits are rather wasteful, since you do see a lot of them left behind
As you can see, even when Singapore Airlines did introduce amenity kits, the focus was on a few products from a luxury brand that are in a nice pouch, while all the individual amenities (like dental kits) continue to be available in the lavatory). I think that’s a fair compromise in terms of offering everything that passengers could need, without being overly wasteful.
Bottom line
Singapore Airlines is rolling out new business class amenity kits, in partnership with Le Labo. The new kits are in updated pouches, and you can expect some hand lotion, face mist, and lip balm. As before, other amenities are available from the crew and in the lavatories. These new kits look great, and I’m a fan of Le Labo products, so I’m happy to see this change!
What do you make of Singapore Airlines’s new business class amenity kits?
I don't have the room in the bags for the amenity kit. A pre-order similar to the meals would be a good idea. Other than the slippers, I hand the kits and pajamas to the staff (when flying in business or first). Pens would be a good idea if the pen is a Fisher Space Pen. The standard pen could / would leak and cause damage.
I'm entirely put off Changi, the call centre harassment, and the baby triads from India and have been avoiding Singapore entirely for a few years. You can make the airline better, but you can't fix the airport security or get better pasengers when they're all conveinced it's a status symbol to fly SIA. I am really, actually, in todays reality, getting better results flying through HKG. Fiji Airways is really nice too, that airport is...
I'm entirely put off Changi, the call centre harassment, and the baby triads from India and have been avoiding Singapore entirely for a few years. You can make the airline better, but you can't fix the airport security or get better pasengers when they're all conveinced it's a status symbol to fly SIA. I am really, actually, in todays reality, getting better results flying through HKG. Fiji Airways is really nice too, that airport is really a great little airport, regardless how you feel about the waste in exporting so much water.
What an odd comment. SQ’s customer service including the call center is top notch.
And welcome to the long established reality that the Indian folks who travel are relatively well to do!
That is so true, as much as the loungei s bit better than other ground experience is not. The security before the gate is weird . They will open your carry on and let you put it back while lines are so long.
I use Le Labo, so this is great news for the average traveler.
Why no condoms in these amenity kits? Double beds & doors = why not?
No one uses condoms anymore Betsy.
Hello fellow Tim I wonder whether Delta has an amenities kit on Delta One that blows Singapore Airlines away in terms of premium feel?
One thing I believe could be useful to most people would be pens. Not sure why they don't include them.
I'm not sure how many people use those socks. I would prefer flip flops.
I personally bring my own toothbrush and toothpaste, own moisturizers. I just don't bring pens. I just save the amenity kits as a collectors item. I actually still have amenity kits from '09 onwards.
The bags can be useful for chargers and cables along with other odds and ends.
Speaking of chargers and cables, a short cable with a USB-C plug on one end might not be too bad an idea, especially now that a lot of new Apple cables on new iPhones are USB-C to USB-C but many aircraft still use USB-A
Just my 2 cents, but with USB-A gradually being obsolete, I feel like they should just ditch USB-A altogether for a high powered USB-C port instead.
I would have to disagree with adding a cable to the kit as wireless charging is becoming the norm not to mention additional environmental waste.
Aside from pens, facial moisturizer, lip balm would do. I'd also add nasal mist/spray as your nose can get dry at altitude.
Agree on not using a lot of the kit, which is a sad waste of resources. That said, if I'm curious or keen on a brand, as I likely would be with Le Labo, I'd likely indulge but would still hugely prefer a menu to request only what is needed - a lotion, a dental kit, a face mist is intriguing but often will get this a lot more in using a kit. I hope...
Agree on not using a lot of the kit, which is a sad waste of resources. That said, if I'm curious or keen on a brand, as I likely would be with Le Labo, I'd likely indulge but would still hugely prefer a menu to request only what is needed - a lotion, a dental kit, a face mist is intriguing but often will get this a lot more in using a kit. I hope more airlines get rid of them but still offer many of these items on an as-request basis integrating lux, organic, local brands.
Amenity kits just lead to a lot of waste. I always carry my own eye mask and ear plugs, and have my toiletries in my carry on - all of which are of much higher quality than what any airline gives in J or F. Don’t see why some people are so smitten by these amenity kits. Seems like a scarcity mentality where people are just clambering for something free.
Speaking for myself (obviously) I hardly ever end up using the products in amenity kits, except maybe an eye mask and the dental kit. I’d rather have a “menu” of items available on request than a bag cluttering up my seat the whole flight. Dental kits and lotion should be in the lavs, and if the airline has a snack and beverage counter out in a designated area they could put out a selection of...
Speaking for myself (obviously) I hardly ever end up using the products in amenity kits, except maybe an eye mask and the dental kit. I’d rather have a “menu” of items available on request than a bag cluttering up my seat the whole flight. Dental kits and lotion should be in the lavs, and if the airline has a snack and beverage counter out in a designated area they could put out a selection of amenity kit items as needed.
Although I have snagged some nice amenity bags worth using for personal effects after the flight, to me they’re just more clutter and trash for the earth.
I do realize they’re important to lots of people, though. I doubt it’s a differentiating factor for many, if any, in booking one airline over another.