Source: Etihad Airways.
Etihad Airways has introduced new limited-edition amenity kits for their Business Class travelers. This launch is a collaboration between the airline and the luxury travel brand LUXE City Guides, a company known for its sophisticated travel guides. The kits reflect Etihad Airways’ elegant brand and include in-flight amenities and natural facial products. These products were specially created by Scaramouche + Fandango, a London-based skincare and grooming company.
LUXE City Guides designed six distinct kits for Etihad Airways. Each design draws inspiration from major cities within Etihad’s global network. The Abu Dhabi, London, and Madrid designs are unique to Etihad Airways, while the Los Angeles, Sydney, and Hong Kong kits feature specially-designed LUXE artwork. The collection will eventually be expanded to include more city designs.
A customized Etihad Airways LUXE City Guide is included with each kit, corresponding to the featured city. The guide provides comprehensive information on accommodations, dining, spas, bars, boutiques, unique shopping experiences, and even access to services, specialists, and personal guides. Scaramouche + Fandango worked closely with Etihad Airways to develop a unisex comfort kit and skincare line. These products, made with natural ingredients and free of parabens, cater to in-flight skincare needs and promote well-being during the flight.
Calum Laming, Etihad Airways’ Vice President of Guest Experience, stated that the goal was not simply to provide branded items but to offer intelligent design, practicality, and products that were appealing, natural, useful, and reusable. The collaboration with LUXE City Guides and Scaramouche + Fandango allowed them to create amenities that meet the specific needs of their guests while maintaining the authentic and sophisticated character of the Etihad Airways brand. He emphasized that Etihad continuously seeks to redefine the flying experience, setting a higher standard for innovation and luxury. These kits represent one aspect of a larger transformation that began with the introduction of revolutionary cabins on their Airbus A380 and Boeing 787 flagships and continued with the implementation of new service concepts across their entire fleet. The collectible kits showcase the airline’s global presence while emphasizing the unique qualities, style, and inspiration of their home base, Abu Dhabi.
Simon Westcott, CEO of LUXE City Guides, expressed that Etihad Airways provides one of the best in-flight experiences globally. By partnering with LUXE City Guides for their new Business Class amenity kits, Etihad ensures that this premium experience continues even after their guests have landed. He conveyed his enthusiasm for collaborating with another company known for its innovation.
The comfort kit features a luxurious facial moisturizer, rich in vitamin E, antioxidants, and essential oils. It’s specifically designed to combat the effects of fatigue and low humidity levels commonly experienced during flights. The triglycerides and essential oils in the moisturizer work to replenish the skin’s natural moisture balance. Additionally, a honey and shea butter lip balm, enriched with vitamin E, is included to keep lips hydrated. The new kits also provide a sleep pack with socks and an eye mask, a care pack containing cotton pads and earbuds, and a dental pack with earplugs.
The Abu Dhabi kit showcases a unique design inspired by the rich architectural heritage of the Emirate. This pattern is interpreted in a style best described as Arabian Modernism, reflecting Etihad Airways’ brand colors and design aesthetic.