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).
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?
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