At the end of the presentation, guests were given a gift: the same upgraded amenity kit the airline’s future La Première travelers will receive, complete with high-end pajamas by Jacquemus. These kits serve as powerful marketing tools, widely discussed online (see: amenity kit TikTok), collected by enthusiasts and sometimes even sold on eBay. Call it the amenity kit arms race. Emirates’ first-class kits feature skin care products from Byredo, with face toner, eye cream, and even sleep oil. Delta’s first-class kits are made by Tumi, Qatar’s by the Italian luggage maker Bric’s, and EVA Air’s by Rimowa.