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Survival of the fittest moves into the realm of sex appeal, as research from the University of Minnesota reveals that ovulating women buy and dress sexier, not to impress the gents, but to outdo rival women.

"The desire for women at peak fertility to unconsciously choose products that enhance appearance is driven by a desire to outdo attractive rival women," says Kristina Durante, a post-doctoral fellow at the Carlson School. "If you look more desirable than your competition, you are more likely to stand out."

Published in the August 2010 issue of Journal Consumer Research, researchers note that in the handful of days each month when women ovulate, their preference of style are influenced by hormonal changes in their body.

In an almost innately animalistic ritual of pea-cocking, women assess the attractiveness of local competition to determine what she must purchase and how she must dress to entice a desirable mate.

In the study, researchers had ovulating women view a series of photographs of attractive local women and then asked them to choose clothing and accessory items to purchase. Regardless of preference or personal style, the majority of participants chose sexier products than those who had been shown photographs of unattractive local women or women who lived over 1000 miles away.

But ovulation can change a woman beyond mere purchase preferences.

In the days prior to her menstrual period a women's voice becomes higher (which correlates to heightened femininity, being younger and mimicking the excited tones of a female voice during sex), her hips sway more, her skin clears up and her natural body odor changes. All of these changes are subconsciously made to attract a partner, specifically males who are said to respond more to a woman during her ovulation period.

Hint, Ladies: when ovulating, wear less (preferably no) perfume. Deodorant, however, is always necessary.