JetBlue Trades Birchbox For Hayward And Hopper

JetBlue Trades Birchbox For Hayward And Hopper

Up until now, JetBlue’s Mint premium members could receive top-quality amenity kits specially designed by Birchbox. However, JetBlue is switching brands, and the amenity kits will now be designed and supplied by New York brand Hayward and Hopper.

JetBlue says that the brand change is “returning classic Hollywood sophistication to air travel.” The new kits come in two versions; the Hayward kit, for women, is made of denim and a brass zipper. The Hopper kit, for men, is made of natural cotton canvas with “an artisanal feel.” Both kits will include personal care products, eye masks, and screen cloths.

Jamie Perry, JetBlue’s vice president of marketing, said, “We loved the Hayward and Hopper sense of New York sophistication and old Hollywood style — a nod to our launch cities that fell in love with Mint from the start.”

However, not everyone is a fan of the change. Travel industry analyst Henry H. Harteveldt said, “I am a bit disappointed that JetBlue wants to tie into the ‘old Hollywood glamour’ concept. Not only does that seem trite, but it’s not original, and originality has been a cornerstone of JetBlue’s brand since its launch.”

You can check out the kits and decide for yourself next time you fly premium with JetBlue Mint! Read more at MediaPost.

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