JetBlue Mint Changing Up Amenity Kit, No More Birchbox

For those who want to fly coast to coast in style, JetBlue Mint is quickly becoming a refreshing new option. Instead of following what traditional carriers offer, JetBlue offers something slightly different on the route. They partner with famous restaurants and bakeries for their in-flight meals. They don’t offer standard entree choices, per se, but instead have small plate options from Saxon + Parole. They also serve up Blue Marble ice cream and snacks from Mah-Ze-Dahr Bakery.

Even their in-flight “amenity kit” is different from other airlines. While other airlines offer kits with the standard moisturizers, dental kits, eyeshades and socks, JetBlue has been providing Mint customers with a Birchbox filled with an assortment of products. I think it’s a brilliant advertising opportunity, really, but sometimes the content isn’t stuff that you could use on the plane.

Birchbox "Amenity Kit" on JetBlue Mint

Birchbox “Amenity Kit” on JetBlue Mint

Well, it looks like JetBlue is changing up their “amenity kit” offering on JetBlue Mint. Starting November, JetBlue Mint passengers will receive amenity kits by NYC-based Hayward and Hopper instead. Like the Birchbox that JetBlue is dropping, there will continue to be two gender-specific kits. The Hayward kit, for female passengers, is “made from signature Hayward denim and includes a delicate brass zipper.” The Hopper kit, for male passengers, is “fabricated in a natural cotton canvas with an artisanal feel.”

The new kits look really nice, in a sort-of-hipster-but-also-high-end kind of way, which I think matches the Mint brand pretty well. As the airline describes, it’s “old Hollywood style and New York sophistication.”  JetBlue says the kits will include an “assortment of personal care products,” but didn’t give specifics. But at the minimum, we know that it will include sleep masks, a lip balm, and refreshing towelette.

JetBlue Mint new Hayward and Hopper amenity kit. Source: BusinessWire

JetBlue Mint new Hayward and Hopper amenity kit. Source: BusinessWire

JetBlue currently offers the Mint product on selected flights to Aruba, Barbados, Boston, Los Angeles, New York, and San Francisco. Flights to Grenada, St. Lucia, and St. Maarten will start in November, and JetBlue will launch Mint to Las Vegas, San Diego, and Seattle in 2017.

What do you think of the new amenity kit? Will you miss the Birchbox?

See also: Trip Report – JetBlue Mint – My Favorite Domestic Flight Experience? …Lots of Pics

Comments

  1. I always thought the Birchbox idea was too much marketing collaboration and not passenger-oriented enough. Like, we get it: You have a partnership with Birchbox, quit forcing it on us. This new concept is much cooler. If the items are actually useful for travel, then I think going with a quirkier, less stodgy version of an airline staple is very much in keeping with the Mint concept.

  2. I think it can be a good thing to switch up the supplier/designer on occasion which is what Jet Blue is doing . Folks will get tired of the same one with minor variations and not use or take them home.
    It’s nice to see Jet Blue upgrade the amenity kits. It’s a positive change and neat to see them using a New York-based design house is perfect since they are from NYC (JFK). I do hope they will offer nice products that one can always use on a 5+ hour flight. The lip balm, eye shades, ear plugs are great. Hoping they also have a hand cream and something that is often forgotten or overlooked is a facial mist. It’s so important since the aircraft, air, etc., can markedly dehydrate one’s skin. By placing a facial mist in the amenity kit, you run less risk of someone being allergic to a cream, etc..

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