Lufthansa is launching a new passenger experience initiative, dubbed Project FOX, aimed at establishing the airline as a premium leader in Europe. The first tangible step in this direction is the introduction of upgraded amenity kits, developed in partnership with German skincare brand BABOR. These kits will roll out across long-haul flights beginning in late March 2026 for First Class passengers, and early May 2026 for Business Class travelers.
Luxury Skincare Takes Flight
The collaboration with BABOR signifies Lufthansa’s commitment to high-end service beyond just seating and dining improvements. According to Michelle Mynhardt, Lufthansa’s Head of Brand Marketing and Customer Relations, the aim is to create a truly luxurious in-flight experience that includes premium skincare products.
First Class passengers will receive a collagen peptide booster cream, a signature BABOR product known for its restorative properties. Business Class passengers will enjoy lip balm and hand cream from BABOR’s Soul & Body line.
First Class: A Tailored Skincare Experience
What sets Lufthansa apart is the degree of personalization offered in First Class. Passengers will have access to a menu of additional skincare products, allowing them to customize their amenity kit based on individual needs. Crew members will deliver these selections directly to each passenger’s seat.
The available options include revitalizing eye cream, eye zone patches, a firming filler serum, and a moisturizing gel cream. This approach deliberately focuses on meeting the unique preferences of each guest, aligning with the broader goals of Project FOX, which emphasizes comfort, individuality, and exceptional service moments.
This move represents a trend in aviation where airlines are increasingly treating in-flight amenities as extensions of the luxury experience. Passengers now expect more than just basic comforts; they want personalized touches that cater to their well-being during travel.
Bottom Line
Lufthansa’s new amenity kits, in partnership with BABOR, mark an early step in its Project FOX overhaul. The true innovation lies in the First Class experience, where passengers can handpick products for a truly customized skincare routine at 30,000 feet. This move elevates the standard for in-flight luxury, signaling Lufthansa’s ambition to compete at the highest level of premium air travel.
