Shaving their privates, their legs, grooming, better makeup, new/old perfume more frequently, wedding ring off, new clothes, spa treatments, msnicure/pedicure, new music, more dermatology appontments, yoga classes, weight loss programs. My WW once in the same conversation unawaringly said women do this to better take care of themselves, because in these situations they need to implement better self care, but also do it because it is what guys expect from them. Some women do it because they are in competition with other women.