This undated photo shows new amenity kits British Airways has provided to passengers.The package includes a range of specially tailored products for men and women and additional useful items such as deodorant, a hairbrush or comb and a pen. [Photo provided to China Daily]

Everyone loves receiving an amenity kit on a flight. It's one of those things like the food and the entertainment that becomes really important once on board the aircraft.

British Airways has taken service a stage further to find out what customers want in their amenity kits in research with its First customers.

"The research shows customers who travel in First want really useful, good quality toiletries by well-known British brands," said Kate Thornton, British Airways' head of product and service. "What they feel are missing from the traditional wash-bag include such items as deodorant, decent hairbrush and a soft bag, which they can re-use for make-up, toiletries or carrying valuables or medicines."

Based on the research, British Airways has developed its new First in-flight amenity kit in partnership with Aromatherapy Associates.

The airline has created two classic new soft bags, including a range of specially tailored products for men and women and additional useful items such as deodorant, a hairbrush or comb and a pen. The new collection from Aromatherapy Associates and The Refinery will offer solutions to in-flight problems such as jetlag and dehydration.

The new bags appeared first on the airline's A380 aircraft to Los Angeles in Autumn 2013. The airline has begun rolling out the kits across all its other types of aircraft in First class.