Yes, men do spa.

When it comes to taking care of our skin and keeping a watchful eye on our stress levels, we guys have some serious catching up to do. The good news is that we seem to be doing just that. Sure, our grandfathers and fathers max, have rarely ventured beyond such basics as soap, a splash of water, a trip to the barber, and, just maybe, an occasional sports massage, but that stoic tradition has rapidly fallen by the wayside. Credit men's magazines, the rise of "metrosexuality," or whatever other factors you care to mention, but the male population has become acutely aware of the marketplace value placed on looking and feeling youthful and vital. What is more, guys have also gotten the memo about the serious toll outdoor and sports activities--let alone smoking and drinking--takes on the skin. The proof? Health club memberships are dramatically on the rise and American men currently spend $4 billion a year on skin care. Both figures are likely to rise exponentially.

For guys who haven't yet gotten with the program and for those who've long appreciated the benefits of spa and skin care, the newly redesigned spa at the Beverly Hills Peninsula should set a new standard for the city and beyond. Interior designer Darrell Schmitt has completely rethought, expanded the spa (and the new, cutting edge fitness center) and the result is an opulent, intimate, and aesthetically bold flagship operation worthy of the first-rate skin and spa treatment specialists that have been drawing clients to the Peninsula for years. The spa's new aesthetic is noteworthy for its soothing periwinkle blue colors of the walls and posh fabric treatments, punctuated by ultra white Calcutta marble. The overall "feel" strikes one, variously, as futuristic retro or Zen meets classical Left Bank. Just passing through the silver-framed frosted glass doors that lead to a backlit vestibule featuring etched art glass, a floor to ceiling fountain, and Venetian glass chandelier--let alone, the relaxation room with signature double loungers and full juice bar--make it apparent that the spa has now fully attained Schmitt's goal of its being a "conscious destination" unlike any other.

So, after an especially challenging couple of weeks of work, I decided to knock off one day to get pampered. I consulted by phone with a friendly and knowledgeable Peninsula spa worker who guided me into booking a menu of services that juggled the innovative with the more traditional. My morning kicked off with an hour-long Hot Rock and Crystal Ritual which, although it may sound a tad too New Age-y, is, as administered by soft-voiced and gifted specialist Elaine, a wonder. In a private treatment room nicely appointed with frosted mirrors, brushed silver cabinetry, and African cork flooring, I was comfortably stretched out on a table draped in warm sheets (hypnotic gong-and-bell music tinkling quietly in the background), then warm smooth California river stones get run over the body along with heated, very lightly scented essential oils. Later, crystals got placed on the seven chakras, that is, the centers believed to regulate our bodies' energy, flow. Occasionally, Elaine unobtrusively intoned advice that ranged from ethereal ("Push away the problems, go to the gong ... go to the muscle ...") to practical ("Deeper breaths"; "Drink lots of water"). The experience ended with a sip of antioxidants-rich fruit juice, which only added to an overall effect that was both soothing and energizing.

I followed this slice of nirvana with one of the spa's Signature Treatments--an invigorating, hour-long sapphire-oil massage to the head, neck, shoulders, arms and legs, again administered by Elaine. Firm yet gently probing, the treatment focused most on the areas where muscle tension accumulates and is the best I've yet experienced for rapid de-stressing and overcoming jet lag. Already feeling like an overindulged movie star, I finished my treatments with the Executive Escape facial specifically designed for men's skin. Blissed-out instrumental music playing in the background, the skilled and sensitive specialist Ill thoroughly steamed clean my face and neck then continued by treating any especially oily, broken-out areas. Next, she specially selected for my skin type a soothing mask (again, not perfume-yat all) that slowly tightened for fifteen or so minutes after application, promoting deep pore cleansing. The finals steps involve removal of the mask with a water rinse, a stimulating face massage, and application of moistening products by Epicuren, which are arguably, the very best in the business, but who's arguing? Then, of course, there follows a soothing herbal drink from the Elixir line, featured at their emporia on Melrose and at Hollywood and Highland.

The nearly four-hour immersion into the new spa at The Peninsula has to offer left me focused, relaxed and ready again to take on the inspired insanity that is life in Los Angeles. Knowing how even more sought-after the spa's service have gotten, I've already booked my next appointment--this time, in the new couples treatment room with French doors offering views of the Hollywood Hills, a private shower with double shower-heads and body sprays, and those signature double loungers. Hey, if this is what cutting edge skin care means, a guy could definitely get used to this.