World's best airline amenity bags: Cosmetic perks of first-class flying

Impossibly small toothpaste tubes, itchy eye masks and headphones that work on one side.

The world of the airline amenity bag is often not as inspiring as it could be.

The night socks are too thin and stretchy. The earplugs are too fat and noisy.

But this is an economy-class problem.

Turn left, pass through the velvet curtain of privilege into business or first class and a Bulgari-scented world of silk cosmetic kits, creamy skincare products and other theft-worthy items awaits, according to CNN.

Except you wouldn't really be stealing.

Etihad wants you to walk away with its elegant cufflink-inspired leather box filled with La Prairie skincare stuff.

Turkish Airlines wants you to secrete their Crabtree & Evelyn iPad case that doubles as a cosmetics bag into your carry-on.

Because next week, or next month, when you moisturize or floss, the brand reappears, the airline recurs and the bag's job is done.

"The amenity bag is one of the only things you can legally take off the plane and remember and use afterward," says Simon Ward, founder of TravelPlus Media, which last night hosted the third annual Airline Amenity Bag Awards in Hamburg.

"In fact, if a passenger doesn't take it off the plane, it's no good."

The TravelPlus Media event is the only one to celebrate this oft-overlooked aspect of the airline industry.

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