Marilyn Monroe Spas opened its Timeless spa this week at the 487-bedroom, 54-storey Hyatt Hotel in Times Square, New York.

The 4,200sq ft (390sq m) spa which comprises five treatment rooms – one of which is for couples – was designed by George Wong and will be open to both locals and guests.

“We are delighted to bring Hyatt guests, area residents and visitors to New York a new and different spa experience that has been many years in the making and will transform the spa industry,” said Gordon Tareta, chief operating officer at Hotels and Resorts for Marilyn Monroe Spas.

Therapies at the Timeless spa will include massages, body treatments, facials plus both manicures and pedicures. Glamour services, such as hair styling and makeup will be added in the coming months.

Described as a must-have treatment, the Steamy Wonderful therapy is available at Timeless.

“A steam tent is put up over the table and a kettle pipes steam into it and provides a personal steam cabin, so to speak,” Ginger Kane, spokesperson for Marilyn Monroe Spas told Spa Opportunities.

“During the treatment, our guests will receive a scalp and facial massage, exfoliation – with our Marilyn Monroe Spas Juniper Berry Body Scrub – and a body massage with an organic moisture-replenishing Marilyn Monroe Spas lotion,” she said.

This New York site takes the total number of currently operating Marilyn Monroe Spas to three – the two other facilities are located at the Hyatt Regency Monterey in California and the Hyatt Regency Maui Resort, Hawaii.

Marilyn Monroe nail boutiques can be found in Orlando and Miami.

Led by founder and CEO Niki Bryan plus executive chairman Al Weiss, Marilyn Monroe Spas is expanding its brand at resort and day spas plus its nail parlours – with an exclusive line of beauty products for use not only in the spas but in Marilyn Monroe glamour rooms and nail boutiques.

“Although we are early in the process of launching and opening Marilyn Monroe Spa concepts across the country, we believe we will see 25,000 to 33,000 treatments per year in our Nail Boutiques and Spas. We expect a similar number in our Glamour Rooms,” Ginger concluded.

While all of its spas offer the Steamy Wonderful treatment, each spa varies in floorspace from 7,000sq ft (650sq m) to 15,000sq ft (1,393sq m). This means the thermal facilities are also different at each of the spas. Kane explained that some of the spa locations offer Vichy treatments, Swiss showers, steamrooms, saunas and whirlpools.

Over the next several months Marilyn Monroe nail boutiques, glamour rooms and spas will open in Maui, Atlanta, Phoenix and Sandiego.

www.marilynmonroespas.com