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Taking the time to put on makeup and dress attractively may be biologically driven, a new UCLA and University of Wisconsin-Eau Claire study suggests.

The study showed that women pay more attention to their appearance near ovulation, when they are in their high-fertility phase, said Martie Haselton, the study’s lead author and a UCLA associate professor of communication studies and psychology.

A sample of 30 females, comprised of UCLA staff and undergraduate students, were selected in the study. All of the participants reported regular menstrual cycles and said they were involved in a committed romantic relationship with a man.

These women, unaware of the purpose of the study, posed for two standing full-body photographs with their hands placed at their sides. One photograph was taken on a high-fertility day of the cycle and one on a low-fertility day of the cycle. The fertility status was determined by taking urine samples and examining hormone levels, which surge at mid-cycle, causing ovulation.

Judges were volunteers recruited by word-of-mouth from the UCLA and University of Wisconsin-Eau Claire campuses. These judges, 17 men and 25 women, were blind to the fertility status of the photographs and were asked, “In which photo is the person trying to look more attractive?”

Black ovals covered the participants’ faces to prevent any impact of facial expression, and judges made decisions based on the attire the subjects chose to wear that day.

“Sixty percent of the time, the judges chose the high-fertility photograph; this is statistically significant and well beyond random chance,” Haselton said.

“Women were dressed pretty casually when they showed up to the laboratory, but they were embellished a little bit in high-fertility photographs. Women wore more jewelry; in several cases, they wore lace tops, showed more skin, or had something sparkly. ... In general, the finding is that women dress a little more fashionably on their high-fertility days,” she said.

Some students said they did not notice dressing differently at different times throughout the month, and attributed their clothing and makeup decisions to other factors.

“I think it’s more of a personal preference. Some people, no matter where they’re going, whether it’s to the market or the club, are dressed fashionably, and some people don’t feel like they need to take the time to do extra stuff when they’re in public,” said Nicole Greco, a third-year women’s studies and film and television student.

First-year Southeast Asian Studies student Loan Hoang said she does not put consistent effort into her appearance.

“I feel motivated at different times of the month, but it also depends on time; if I’m running late then I won’t (put in extra effort),” she said.

Jamie Hernandez, a fourth-year sociology student, suggested first impressions as another motivation to look good in public.

“I probably tried more in the beginning of the year to dress up more and wear more makeup to class for first impressions,” she said. “(During) my first year I put in more effort, but now it depends on if I have time to get ready. ... But during midterms and finals, I don’t.”

Other studies have shown that women’s clothing choices are linked with their motivations, and on high-fertility days of their cycle women report a greater desire to go out to clubs and parties where they might meet men, Haselton said.

Hernandez said she believes both biological and non-biological factors contribute to her clothing choices.

“Maybe I subconsciously thought that I might meet someone, but it wasn’t really my main intention. ... I don’t think it applies wholly, but I could see how (fertility and dressing habits) connect to the way I go about my routine,” she said.