Actually one of the best kits I've had was Business First with Continental in 2009 (only flown J to the US so no experience of Asian/ME airlines). I've still got it and has:
toothbrush
decent sized tube of toothpaste (considerably larger than CW)
mints
tissues
earplugs
eye mask (not great)
folding comb/brush
socks
wet towel
lip balm
hand cream

All the products are Escents (if that means anything to anyone). It's a nice bag, too.

Seat was nowhere near as good as CW (old 757 recliner), but it was a day flight (EWR-LHR) and my first time in J so I loved it.