WTCE issue: A collaboration of luxury with Buzz
This is a special feature from PAX International's May 2024 WTCE issue, on page 136.
The Etihad amenity kit
collection by Buzz featuring
skincare products from
ESPA, in collaboration with Giorgio Armani
Earlier this year, Buzz announced it was bringing new amenity kits, containing high-quality skincare products from ESPA, to Etihad Airways, in collaboration with Giorgio Armani, passengers travelling in Business, First and The Residence receive variations of this collaborative product lineup that centers on intentional design and sustainability.
Simon Yaffe, Director of Client Service at Buzz
“Guests value receiving designer products that are both functional and luxurious gifts, and add to an already well-appointed travel experience,” Simon Yaffe, Director of Client Service at Buzz, tells PAX International.
Collaboration with Giorgio Armani featuring ESPA Buzz’s collaboration with Giorgio Armani and Etihad Airways for amenity kits launched in February, following the unveiling of the Armani/Casa serviceware and textiles ranges for Etihad in 2022.
When asked what this impressive partnership represents for Buzz, Yaffe calls it a “world-first inflight collaboration with the Armani brand experience extending across multiple touchpoints in the premium cabins.”
The partnership marks the first time that natural
skincare brand ESPA has partnered with an airline
The partnership also marks the first time that natural skincare brand ESPA has partnered with an airline. This comes as Etihad celebrates its 20th anniversary in 2024.
“Etihad’s partnership with aroma-therapy and wellness pioneer ESPA provides the ultimate luxury skincare products in kits and premium cabin washrooms,” Yaffe elaborates. “Guided by 30 years of experience, ESPA creates deeply sensorial wellness experiences to nurture and nourish holistic well-being.”
Yaffe points out that luxury travellers are increasingly prioritizing well-being in their travels, focusing on health and wellness retreats and becoming more aware of the need for a work/life balance.
“There is a keen focus on ways to improve health from a holistic aspect,” he says. “Airlines can assist their passengers by delivering a premium inflight experience that promotes relaxation and wellness inflight. Luxury wellness can extend to the provision of amenities that facilitate sleep, relaxation and a feeling of indulgence.”
Emirati-inspired design
Every aspect of the design process has been considered to bring a touch of Emirati design and hospitality to the curation of the Giorgio Armani loungewear for Etihad First Class passengers and the amenity kits for both Business and First Class.
“Etihad is renowned for incorporating thoughtful and contemporary nods to Emirati aesthetics at various touchpoints to create an elevated inflight experience for guests,” Yaffe says.
Etihad’s First Class loungewear was
designed and created by renowned
Italian design house Giorgio Armani
The First Class amenity kits feature colours inspired by the palette of Abu Dhabi’s landscape, while the Business Class kits display “The Dunes” print inspired by the rolling sands of the Abu Dhabi Liwa desert.
When it comes to Etihad’s First Class loungewear, it was designed and created by renowned Italian design house Giorgio Armani.
“The loungewear was created with luxurious fabrics and with designs inspired by the runway looks from Giorgio Armani. The modern silhouette of this fashionable loungewear
is perfect for both onboard relaxing or sleeping and stylish enough to be worn post-flight or matched with other items of clothing,” says Yaffe. “The loungewear fabric is exceptionally soft to touch, anti-wrinkle and highly breathable.”
Functional and sustainable
The loungewear and slippers for Residence and First Class passengers are presented in a large amenity folio that Yaffe says contributes to the elimination of up to 100,000 pieces of single-use plastic and paper packaging annually.
The first-of-its-kind, this 13-inch laptop folio from Giorgio Armani is an industry-leading sized kit that combines fashion and function. It is also ideal for passengers to reuse post-flight and is available in four collectible colours.
“The clean lines and well-defined structure thoughtfully craft an icon of contemporary design,” Yaffe says.
Meanwhile, in Business Class, Etihad passengers are receiving Giorgio Armani amenity kits in one of two unisex styles: a clutch bag or a cube. Yaffe says the benefit of having multiple amenity kit styles that are unisex in design and function is that passengers can collect the various kits across multiple flights.
With 20 years of experience in creating inflight amenity products for travellers, Yaffe attributes the company’s success to passion and innovation.
“We’ve been creating sustainable products and brand collaborations for more than eight years and are constantly creating the next generation of collaborations and products to delight passengers on their journey,” he says.
