On the heels of Sheraton’s $6 billion revitalization, the hotel chain has introduced a new spa brand: Shine. Sheraton collaborated with Germain de Capucinni skincare products to provide five treatments: massage, facial, body treatment, manicure/pedicure and treatment for two. Throughout the spa, shiny materials such as marble, onyx, high-gloss mahogany, polished metal and glass will be incorporated in homage to the spa name. Shine will provide an "upscale, approachable spa experience," according to Sheraton. Twelve openings are scheduled over the next 15 months (including three in China), followed by expansion to hotels in Europe, North America and Latin America. Initially, Sheraton said it is focused on opening Shine spas in new hotels. Sheraton currently offers spa services operated by third parties at many properties, particularly at resorts, but the spas are not Sheraton-branded.
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