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Emirates has rolled out a new set of Bulgari amenity kits for First and Business Class passengers, the 18th version since the partnership began over 16 years ago. The new Spring/Summer collection will be introduced gradually across select long-haul routes over the rest of the year.
The details
As usual First Class gets separate designs for men and women. The men’s kit is a chocolate-toned faux leather bag with burgundy lining, while the women’s version is champagne-toned with a blush pink interior.
Inside, men get Bulgari’s Le Gemme Yasep Eau de Parfum, a woody fragrance inspired by the Yasep gemstone, and women get Le Gemme Sahare Eau de Parfum, a warmer scent built around ambergris and rose. Both come in 30ml bottles.
Other amenities found inside include a dental kit, a cleansing towel, a deodorant, a face and body emulsion, and a Bulgari lip balm. The women’s kits also include a gold-toned pocket mirror.
The Business Class kits come in chocolate brown fabric with grey lining for men, and buttercream faux leather with pink accents for women.
The fragrances here are Bulgari Man Rain Essence Eau de Toilette (built around green tea and musk notes) and Omnia Crystalline Eau de Toilette for women, a lighter floral scent with lotus flower and white peony. Both come in 5ml travel sizes made specifically for Emirates.
Each of these kits also includes a face and body emulsion, a lip balm, a dental kit, a deodorant, and a foldaway hairbrush. The women’s kit also comes with a double mirror.
Emirates says several components, including the bags themselves, the hairbrush and comb, and some kit packaging, are made using recycled materials.
Quick thoughts
In the grand scheme of things, amenity kit refreshes are a fairly minor part of the premium flying experience, but partnerships with “bling” brands are what Emirates is all about and what a lot of its premium passengers seem to expect, so that probably explains the longevity of the link up with Bulgari.
18 versions of the amenity kits in 16 years also shows how keen Emirates is to keep things fresh and how keen it is to be seen to be changing things up fairly frequently. Compare that to an airline like British Airways which seems to change its amenity kits less frequently than dictatorships change their leader.
The bags look nice enough and I’m sure the contents are nice, but let’s not look past the fact that there’s nothing groundbreaking here – a fragrance, a few skincare basics, and the usual travel essentials – and let’s not forget that this is more about marketing than anything else.
Having said that, I have to hold up my hands and admit that I know nothing about vastly overpriced premium fragrances/cosmetics, so these amenity kits aren’t aimed at someone like me. Perhaps I’m missing something.
Unquestionably, the Emirates marketing team is second to none in the airline industry (it takes work to persuade so many that Emirates is an ultra-premium airline when most of its Business Class cabins are years behind the times), so it clearly knows its customers.
That means that these kits will hit all the right notes are almost certainly right on brand.
Bottom line
Emirates has introduced its latest Bulgari amenity kits for First and Business Class, and will be rolling them out gradually across select long-haul routes throughout the remainder the year. This is an incremental update rather than a major one, but it’s an update the standard Emirates premium cabin passenger probably expects, so this should keep them happy for a little bit longer.
All images courtesy of Emirates.
