JetBlue (NASDAQ: JBLU) today announced it is raising the standard on premium travel and evolving its Mint premium experience as it expands to more markets. Starting in November 2016, JetBlue will introduce its new custom-designed amenity kits from New York City-based Hayward and Hopper, returning classic Hollywood sophistication to air travel. Travelers will feel refreshed on long flights with the help of men’s and women’s kits and their included assortment of personal care products.
Hayward and Hopper creator and founder Marin Hopper, daughter of Hollywood legends Dennis Hopper and Brooke Hayward, drew upon her creativity, personal style and extensive family archives to create chic, comforting and classic amenity kits for JetBlue’s Mint. The Hayward kit, designed for female customers, is made from signature Hayward denim and includes a delicate brass zipper, designed by her legendary grandfather, Leland Hayward. The Hopper kit, designed for men, is fabricated in a natural cotton canvas with an artisanal feel.
“The moment I took my first JetBlue flight, I fell in love with the airline and I have been a big fan ever since,” said Marin Hopper. “With the impeccable service, quality and spirit of the JetBlue Mint experience in mind, I’ve created kits with American-made products to delight customers and to add an extra-special layer of luxury that we all desire when traveling.”
From all natural lip balms to refreshing towelettes, all personal care products included in the kits are made in the United States and hand-picked by Hayward and Hopper. Products are packaged in the exclusive Hayward bag for women and Hopper bag for men. Each kit also comes with a matching eye mask as well as screen cloths illustrated with photographs taken by Hollywood legend Dennis Hopper and provided by the Hopper Art Trust archives.
“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,” said Jamie Perry, vice president of marketing at JetBlue. “Every touch in Mint is thoughtfully considered, and we will continue to push the boundaries on premium travel by evolving Mint as we bring it to new cities in the months ahead.”
With Mint, JetBlue introduced its alternative to outdated business class offerings, first from New York to Los Angeles and San Francisco – offered at an affordable price – making premium travel more accessible and opened a new market untapped by high-fare carriers. Re-imagining the domestic premium experience, JetBlue introduced private suites, the longest fully-flat bed in the U.S. domestic premium market (a), complimentary entertainment options and hospitality-trained crewmembers. Mint customers also enjoy a signature cocktail, a tapas-style menu curated by New York City restaurant Saxon + Parole as well as fresh espresso from the first purposely-built cappuccino machine for a U.S. airline.
Overall, Mint has exceeded expectations and JetBlue is focused on expanding Mint to even more cities on the east and west coasts as well as in the Caribbean. JetBlue plans to bring Mint to 13 cities with up to 70+ daily flights by the end of 2018. Mint is currently offered on select flights to Aruba, Barbados, Boston, Los Angeles, New York and San Francisco. New service to Grenada, St. Lucia and St. Maarten begins in November and Las Vegas, San Diego and Seattle in 2017.
JetBlue partnered with in-flight experience specialists Clip to create these new amenity kits.