Earth Day (which is today, duh) is all about guilt, so here are some quick statistics for you: the average American uses 70 gallons of water in a 10-minute shower, but 34% of people polled think that a 10-minute shower only wastes 10 gallons of water. A bit of a disconnect there. (And in case you were wondering, 70 gallons is 1,120 eight ounce bottles of water.)

The Body Shop, one of the original eco-conscious brands, has issued the “Earth Lovers Three-Minute Shower Challenge” just in time for Earth Day. Yes, they want you to commit to taking three-minute showers. To help time yourself, the company suggests playing a three-minute song and trying to finish by the end. Or, you could always count to 180 slowly.

Could you do this? I often shower twice a day, sometimes three times if I work out. I know, I know. Hundreds of gallons of water gone. By the time you shampoo, condition, hair mask, wash, shave, and daydream, ten minutes are gone easily. Oh, and I also crank the water as hot as it will go. I’m not proud of this; just trying to highlight how easy it is to waste resources without even thinking about it.

This challenge coincides with the launch of the Body Shop’s new 100% biodegradable Shower Gels for Earth Lovers. They’re infused with herb and fruit extracts and contain Community Fair Trade organic aloe vera from Guatemala. Nothing to feel guilty about there.