LAVISHED IN LUXURY: THE GIFT OF REFINEMENT – PAX INTERNATIONAL

LAVISHED IN LUXURY: THE GIFT OF REFINEMENT – PAX INTERNATIONAL

Everybody likes to feel special, but some folks are willing to pay a premium for the distinction. Airlines the world over are continually making efforts to provide these well-heeled individuals, who will spend a little extra to travel in first and business class, with an inflight experience they will not soon forget. A memorable journey is made up of many different parts. Good food, professional service and the finest in bespoke comfort products must be combined to create an unforgettable voyage and a repeat premium cabin customer.


First class passengers onboard China Airlines, Thai Airways and Air India will all find themselves lost in luxury with products from FORMIA. Unlike many other suppliers of airline amenities, FORMIA, based in Hong Kong, has forged a unique product expertise in working with luxury hotels. This proficiency in hospitality and luxury brands is embedded in the company's culture, nowadays focused exclusively on the airline market after having divested from the hotel business.


"Expertise in understanding the customer positioning and expectation, connecting with suitable brands or developing tailor made amenity lines to enhance the traveler/guest experience is a process we also apply to airlines," reveals Roland Grohmann, Managing Director at FORMIA. "We put the traveler at the centre of our work, and our task is to find the right elements to create value and a memorable experience."


Most of the goods FORMIA develops for the airline industry can be found in first and business class cabins. The company, however, also creates value added propositions for economy class passengers to indulge as well.


"In first class, as the amenity kit becomes more frequently a gift that the passenger is inclined to keep throughout their journey and perhaps even take home - a seductive color, fine material and quality contents, all endorsed by a renowned brand, are becoming more important than ever before" says Yves Alavo, Executive Director at FORMIA.


"To better meet our customers' expectations we carefully select materials ourselves from the same companies where high-profile bag retail brands are also sourcing them," says Alavo, adding that for tailor made cosmetics, FORMIA applies the same scrutiny using its cosmetics manufacturing expertise with high end brands.


FORMIA's team is often traveling, Alavo says, scouring the globe for new trends. Today, the company works with a large portfolio of luxury and lifestyle retail brands, which provide insights into the bearings of the consumer markets. Furthermore, he reveals, FORMIA organizes a yearly trend-watching forum in collaboration with professional trend-watchers; its third edition is scheduled for March 2012.

Recently FORMIA won two contracts to supply two of the "world's best airlines" with a new set of amenity kits in cooperation with some of "world's most reputable luxury brands." Further details on the launch, scheduled for 2012, are still under wraps.

Recently FORMIA won two contracts to supply two of the "world's best airlines" with a new set of amenity kits in cooperation with some of "world's most reputable luxury brands." Further details on the launch, scheduled for 2012, are still under wraps.


CONTACT

For further information, please contact Florencia Pascual on florencia@formia.com
www.formia.com