A new study reveals that women feel least attractive between the hours of 7a.m. and 12p.m., making us more susceptible to marketing and advertising that promises to give a boost to our beauty.

The study also showed that we feel ugliest on Mondays and most attractive on Thursdays. Also, there’s a short, sacred window between 12pm-3pm when we feel our best-looking.

I don’t know about you, but this all sounds about right to me. I certainly do not feel comfortable putting my face first in the early morning. For me, that’s any time before 11am. I have never, ever been a morning person. Even after a good night’s sleep. Apparently, beauty companies are using this information to calculate their marketing and advertising strategies toward women. Idea being, the worse we feel about our appearance, the more vulnerable we are to making a purchase through “encouraging” beauty marketing. (Noted. Because I’d probably buy anything anyone convincing tried to sell me that promised to banish my “morning face.”) On the flip side, when we feel our best, say on Thursday at 1p.m., marketers will appeal to us in a different way, with “empowering “advertising hooks.

Bottom line, beware of impulsive cosmetic purchases before noon and ahead of the weekend. (And know you’re not alone feeling ugly at morning drop-off.)

You’re welcome.