Starwood Hotels is looking to pamper its customers after acquiring the bliss beauty company.

Starwood plans to roll out the concept within its W Hotel chain, launching at select locations before the end of the year.

Marcia Kilgore, founder of bliss, is hoping the deal is the first step towards further expansion. “The long term goal is to build bliss into the biggest and best-known spa brand in the world,” she said.

The deal saw bliss change hands from its previous owners, LVMH, for an undisclosed figure, and will not affect the operations of the existing bliss salons in New York and London.

The facilities at the London bliss are for ladies only and include a quickbliss nail bar, eight multi-purpose spa treatment rooms, facial and massage facilities and a round-the-clock viewing of the popular sitcom ‘Sex and the City’.

Starwood is currently considering which W Hotels will feature the new facilities. Details: www.starwood.com, www.blissworld.com