Lufthansa will soon be unveiling Project FOX, the name of its all-new passenger experience. Lufthansa’s goal is apparently to become Europe’s most premium airline, which seems like it’ll take some work. Along those lines, as the first concrete example of Project FOX, Lufthansa has just announced all-new amenity kits.
Lufthansa partners with BABOR on amenity kits & skincare
In the coming weeks, Lufthansa will be introducing new amenity kits, in partnership with German skincare brand BABOR. Specifically, these kits will eventually be available on all long haul flights — they’ll launch as of late March 2026 in first class, and as of early May 2026 in business class.
Here’s how Michelle Mynhardt, Lufthansa’s Head of Brand Marketing and Customer Relations, describes this:
“With BABOR as our new partner for our amenity kits in First and Business Class, we’re demonstrating that our commitment to premium service doesn’t stop at new seats and a new culinary concept—luxurious details like high-quality skincare make all the difference on board. Together with BABOR, we will offer our guests a unique feel-good experience above the clouds in the future.”
In first class, passengers will receive collagen peptide booster cream, one of BABOR’s most popular products, while in business class, passengers will receive lip balm and hand cream from the Soul & Body line.
In first class, the collaboration also goes beyond a standard amenity kit, which is fun. First class passengers can also select additional products from a completely new menu that can be tailored to them and their skin’s needs.
The crew will then bring guests their individually selected products, directly to their seats. Options include a revitalizing eye cream, eye zone patches, a firming filler serum, and a moisturizing gel cream.
As it’s described, “the new amenity menu deliberately focuses on guests’ individual wishes and preferences, creating a uniquely personalized skincare experience.” And that’s a key part of Project FOX, where the airline is “investing in additional comfort, individuality, and exceptional Lufthansa Signature moments for its guests.”
I appreciate the concept behind this amenity kit
I’m not sure the Lufthansa kits as such, or the BABOR partnership, are actually that special. That being said, I do love how Lufthansa put some thought into this, and in first class, is turning the experience of getting an amenity kit into a more pleasant and customized service interaction.
We’ve frequently seen airlines partner with skincare brands for amenity kits, and this is a fun way to expand that, and to customize the experience a bit. I’m curious if the airline will let first class passengers select all the products if they want, or if there will be a limit.
Bottom line
Lufthansa is introducing new amenity kits in partnership with BABOR, which might just be the first aspect of the new Project FOX experience that has been revealed. While the kits look nice in general, it’s cool how first class passengers will be able to choose some products off a menu to go along with their kits, so there’s a personalization angle to this.
What do you make of Lufthansa’s new amenity kit concept?
