The new box will be rolled out in the airline’s Flagship Business class on select flights from Europe to the United States, the airline told Travel + Leisure. The box will replace the carrier’s previous Shinola Flagship Business Class amenity kit as part of a test during the first few months of this year.

“American offers customers an enjoyable experience through our inflight offerings and products,” an American Airlines spokesperson told T+L. “We have dedicated teams that focus on taking stock of customer feedback and habits, to help us design new or improved ways to enhance our customers’ experiences onboard. Around 70 percent of our customers get excited about the inflight amenities we offer, while around half don’t reuse the kits, in which the amenities are contained in, after their flight is over.”
 

The new box includes amenity kit staples like socks, ear plugs, a sleep mask, a dental kit, a pen, hand lotion, and a lip balm as well as a new Oshibori hand towelette.

Passengers flying from the U.S. to international destinations will continue to receive the original amenity kit.

The spokesperson said customers who receive the new box “will have the opportunity to complete a survey to share their feedback on the test.”

But while the effort went over well with some customers, it was definitely not a hit with others. 

“@AmericanAir come on! Really?” one customer wrote on X, the site formerly known as Twitter, with a photo of the new kit.

“Wow. Really? @AmericanAir what is going on? No list of wines, cardboard amenity kits, plastic cups? Whats next?” another person wrote in response.

However, not everyone disliked the concept. One customer thanked American Airlines for “using recycled paper amenity kits” and asked if passengers could “expect this in the US also?”