A new study revealed that women feel less attractive early in the week, early in the day and when they are emotionally vulnerable.
Media planning agency PHD conducted the survey among adult women in the U.S. to determine the best timing for marketers to promote beauty products and messages. The study showed that 46% of women feel the least attractive on Mondays as a possible result of stress and lack of motivation to make an effort early in the week. Women feel the best about their appearance on Thursdays when they mentally prepare themselves for the weekend and socializing.
Most of the participants said that they feel less attractive early in the morning (5-9 am) and late at night (after 10 pm) than they do throughout the rest of the day. The study showed that the situations where women feel the least attractive are when they are waking up, sick, sweating, stressed, crying and at the end of a long day.
Kim Bates — head of Brand Planning at PHD — said that beauty marketers can use this data to promote the right beauty products at the right time. She said that it’s more effective to advertise products that offer instant fashion and beauty fixes early in the week. Bates added that products that enhance beauty should be advertised later in the week when women feel more confident about their appearance.