A match made in … the high-priced section of the Airbus 321?

October 7, 2013 10:58 AM

In an unusual partnership between an airline and a web-only retailer, JetBlue has announced a deal to offer Birchbox Inc. beauty products on a new premium seating section dubbed “Mint.”

The Mint service, which starts at $599 one way, includes beds that lie flat, massage chairs and private suites. Passengers get a preflight beverage, followed by a cocktail, gourmet food and amenity kit from Birchbox once airborne. Birchbox will offer separate kits for men and women that include grooming and travel products for men and women, Birchbox says, and they will refresh seasonally.

Birchbox, No. 720 in the Internet Retailer 2013 Second 500 Guide, is a subscription-based online retailer of beauty products. Shoppers sign up to receive a monthly set of sample products—men pay $20 per month, while women pay $10. Shoppers can also purchase full-sized items.

Since its 2010 founding, the merchant has worked on similar efforts with other brands. It offered themed boxes with Men’s Health and Women’s Health magazines, for example, and integrated marketing campaigns with television shows like “Gossip Girl.”

“We are longtime fans of JetBlue and its innovative approach to air travel,” says Birchbox co-founder and CEO Katia Beauchamp. “We are confident this first-of-its-kind in-flight amenity experience will surprise and delight customers."

JetBlue will initially offer Mint on select flights from New York’s John F. Kennedy International Airport to Los Angeles International Airport next June. By the fourth quarter of next year all seven JetBlue daily flights between the airports will offer Mint. The company has commissioned a fleet of 11 Airbus 321 airplanes, all of which feature the lie-flat seats and private suites.




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