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David Perry

Good mattress, clean bedroom are keys to romantic climate

Romancing the mattress is a smart way to boost bedding sales, some bedding observers say. After all, the mattress plays a starring role in many bedroom romance stories.
     Despite a couple of notable efforts in this area - Leggett & Platt's romantic innerspring push and Sealy's Afterglow campaign come quickly to mind - the industry doesn't do a good job of promoting romantic messages, bedding veterans contend.
     These survey findings could add fuel to bedroom fires, so to speak. They show that a comfortable mattress is said to be very important in creating a romantic environment by 43% of consumers - the same number who say a clean bedroom is the key to his or her heart. Comfy sheets are not far behind, favored by 41% of the consumers with romance on their mind. And pillows, cited by 37% of respondents, also have a romantic role to play.
     The good news here is that three of those top four romantic elements are products offered by mattress retailers: Mattresses, of course, and sheets and pillows. We see the outlines of some strong retail ad campaigns here. At the very minimum, Valentine's Day would seem to be made to order for romance oriented mattress promotions.

Importance of elements of sleep experience in creating a romantic environment

Percent citing element as very important

Comfortable mattress

43%

Clean bedroom

43%

Comfortable feel of sheets and bedding

41%

Comfortable pillows

37%

Quiet room

32%

Free air, free of allergens

29%

Cool room temperature

28%

Dark room

25%

Relaxing bath or shower just before bed

25%

Source: National Sleep Foundation 2012 Bedroom Poll

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