No, this isn't another episode on the new hit show Queer Eye for the Straight Guy. This is about the growing number of heterosexual men, now frequently referred to as metrosexuals, who aren't afraid to explore their feminine side and who are spending their beer money on spa procedures and shopping trips.

From construction workers to lawyers, many men are parting with their archaic definition of what a man is and discovering Bumble and Bumble is not a type of bee, but rather a line of posh hair products. These guys favor soccer phenom David Beckham over David Letterman and recognize the importance of a good moisturizer.

Yet even though more men are frequenting spas and hair salons, this doesn't mean they are talking about it to their other straight male friends and colleagues. Some men say they are more than willing to take an hour out of their day for a manicure, but that this information doesn't go beyond the salon. Apparently, for these men, what happens at the salon, stays at the salon.

David Lagway can relate to this attitude. He began visiting La Concha Inn and Spa on Lincoln Avenue about two years ago. The 36-year-old electronics worker says he goes to the spa to get facials to keep his skin smooth. And, even though he has been happy with the improvements to his skin, he says that going to the spa is still a sensitive issue among men, noting that this is not a topic of conversation among his male peers.

"For women, they can wear makeup to cover up any skin problems, but with men, what you see is what you get," Lagway says.

He says he gets comments from women and from his family about how his skin has improved since starting treatments.

La Concha Inn and Spa owner Gloria Maciel says approximately 30 percent of her clientele are men. To ease the worries of men coming into the spa, she has incorporated more services that are couple-driven. She says that the men find it much more "acceptable" to come in and get a facial, manicure or pedicure when they are with their wife or girlfriend, because they have someone to talk to and don't feel out of place.

But, even though luring men into the spa may be more difficult than with women, Maciel says the likelihood of the man returning, even by himself, to receive more La Concha-style pampering is quite high.

One client, an ex-construction worker, told Maciel that "this was the best thing that ever happened to him." He told her that he couldn't understand why most men drink their money away when they could come in to do something good for their body instead. Now, this spa convert receives a mineral bath, facial, massage and body exfoliation every six weeks to maintain his appearance.

Maciel does admit that since shows like Queer Eye for the Straight Guy have emerged, even straight men are finding spa visits more acceptable.

Jonathan recently visited La Concha for the first time and says he has changed his skin-care routine since having a facial. He asked that we withhold his last name.

"I would definitely go back," he says. "I definitely noticed a difference."

And he adds, "I'm keeping it on the down low for right now. Guys just don't share this stuff."

Jonathan is a construction worker, and he said that during the day his face becomes dirty and greasy. Now, he is faithful to his new skin-care regime and hopes spa procedures become more widely recognized by men.

Although it has taken years for many men to find their feminine side, the metrosexual male is now in your office, across the salon from you and shopping nearby at your favorite boutique. From The New York Times to the Today show to hometown newspapers, one thing is clear: the metrosexual male has arrived.