This is the first part of a longer series discussing the evolution (or better zick-zack) of Lufthansa’s business class amenity kit strategy. Given that I flew very regularly Lufthansa and actually love the brand itself very much I feel that I have a big emotional problem with Lufthansa’s amenity kits of the past twelve months.
Lufthansa’s new business class is great, I love their service, on board dining is alright, their lounges are good and their customer service is competent and friendly. But let’s now focus on their amenity kits as these do (in most cases) not really fit into their brand strategy and value proposition to their passengers.
Let’s start with the (in my opinion) worst LH amenity kit of 2014. I call it ‘The Tube’ as this white case is totally made out of plastic (I know that they used to have metal ones on A380 flights in the past – My favorite Italian restaurant actually uses these as boxes where they provide you the bill in to their guests). It’s actually not plastic but cheap plastic.
Once you open the Tube you will find more plastic: All amenities are wrapped in another layer of plastic. It feels even cheaper than the Tube’s plastic. Once you unwrap it, it is basically impossible to get all the amenities back into the Tube. So I guess that Lufthansa’s amenity team didn’t even assume that passengers are going to reuse this kit or it’s amenities at all.
So what’s in the kit? Plain black socks, a dental kit, earplugs, the obligatory Nivea crème (for some time you also got it at most Senator lounges), and the terrible Lufthansa eye mask. I really don’t got how Lufthansa can ignore the advancements in the field of eye mask technology that much. This eye mask is at so stuck in the 90’s. A two-strap system makes sure that your hair gets totally messed up before you touch down and run into your meetings.
So overall I have to say that this is one of the worst amenity kits I have ever seen. The only really worse thing I have experienced was on an overnight JAL flight from NRT to SYD where JAL didn’t provide any amenity kits (and only one-size fits all pajamas that were impossible to wear for Caucasians…).
Given my grading below Lufthansa almost qualifies for a rebranding to Absurdistan Airways. The next couple of LH amenity kits will show that there are also positive signs that things are improving.
1) Overall presentation of the kit: 3
2) Quality of the case: 4
3) Quality of the toiletries and other stuff: 3
4) Degree of luxury: 3
5) Surprise factor: 4
1 = Flying Red Carpet
2 = Volkswagen of the Skies
3 = Seniority First – Style Last
4 = Absurdistan Airways