I dont think I have ever read much about "amenity kits" on A.net, yet they are important to me in a way. I think they speak volumes about an airline. They indicate class and sophistication or if the airline is having rough time. A very large airline must spend millions of dollars a year on them. LH has a very clear amenity kit strategy. An inexpensive basics in a pouch meant to be left behind. In LUFTHANSA FIRST you get a fairly swanky, often cobranded with a German brand either fashion or luggage brand with slippers and pajamas from Vaan Layck. Quite posh.

United had a very cool neoprene portfolio/like zipperd kit. Continental has had the same blue zipper bag that can hang up in your hotel room (as if) but i like the contents: mints, a pen than wont last after filling out the landing card (same as the UA new flat pen.
I thought Singapore would have been better, but one of the nicest. Delta had a very expected blue one (anyone recall the round tins on Delta?) BA I was very disappointed in - both classes, AF never boards enough. VARIG in F gave the most over-the-top leather bag with everything inside you could imagine. TAM has a new idea: they have a lovely cart filled with hundreds of goodies- you pick what you want although a strange cosmetic and lotion brand from Greece!! VARIG business i still use for my medications for 10 years now (really simple but beautifully made with just the compass in molded silver- something I would have bought!
Ebay is filled with them for collectors but I would put LH, JJ, SQ at the top and they say "classy airline as you would expect" MY PRIMARY QUESTION IS HOW MUCH THOUGHT AND HOW MUCH MONEY do airlines spend on this necessary evil!