Lufthansa Revamps Its Onboard Experience With Luxury Skincare and New Meal Options

Germany’s Lufthansa is undergoing a major, much-needed rebrand.

After getting the ball moving (finally) with its long-awaited Allegris cabins and seats, the carrier’s almost ready to roll out upgrades to its soft product in the first, business, premium, and even economy cabins.

Starting at the end of March, Lufthansa will introduce the first element of FOX (an acronym for Future Onboard Experience) in the form of bespoke, customizable BABOR amenity kits in first 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,” said Michelle Mynhardt, head of brand marketing and customer relations at Lufthansa.

Here’s more on Lufthansa’s new first class amenity kits and what else to expect from FOX.

Lufthansa Gets FOXy: Here’s What To Expect

The first we’ll see of Lufthansa‘s new soft product will be first class amenity kits from premium German skincare brand BABOR.

Among the contents will be DOCTOR BABOR Collagen Peptide Booster Cream, which retails for around $150 for a 50-milliliter tube.

First class passengers will also be offered a wider selection of lotions and potions from a carefully curated menu of skin products designed to mitigate some of the harmful effects of flying.

Whether it’s thanks to a revitalizing eye cream, a firming filler serum, or a moisturizing gel, Lufthansa’s first class passengers can expect to walk off the plane feeling — and looking — their best.

Later in May, Lufthansa business class passengers will begin receiving BABOR amenity kits as well, complete with lip balm and hand cream from the brand’s Soul & Body line.

What Is FOX, and Should We Be Excited?

FOX is to Lufthansa what Senses is to SWISS: an entire rethink of onboard customer experience from the front to the back of the plane.

For Lufthansa, however, it was all about timing. The launch of FOX coincides with the airline’s centenary being celebrated this year.

The initiative promises more individuality, comfort, and so-called “Lufthansa Signature Moments” in economy, premium economy, business, and first class on all long-haul flights.

To enhance individuality, a dine-on-demand option will be introduced in business class, allowing passengers to choose when they’d like to be served the second meal, typically served shortly before landing. Premium economy and economy passengers will be offered 3 meal options. You can say aufwiedersehen to having to choose between chicken and beef.

With the introduction of premium fabrics, enhanced amenities, and new tableware across all 4 cabins, FOX promises to usher in a new era of comfort for all passengers.

Not much has been revealed about the Lufthansa Signature Moments. Though the airline uses its signature rose and unique first class caviar service as examples to feed our imagination.

Based on the information available, we believe these changes will have a positive impact on the overall experience for all Lufthansa passengers, regardless of cabin. This will be especially true in economy and premium economy, where passengers will have more meal choices.

Final Thoughts

In a fiercely competitive market, Lufthansa needed to invest significant time and money in a complete makeover. It started with new seats and cabins, and soon we’ll see its reimagined passenger experience across all cabins. Here’s hoping the rollout of FOX is smoother and less problematic than that of the Allegris cabins and seats.