Beautyrest Black Hybrid
As the inventor of the first Hybrid construction mattress, the Beautyrest Brand presents Black Hybrid as its most luxurious iteration of their original creation. Combining their patented support with premium foams, this collection combines the support of a traditional mattress with the contouring comfort of a memory foam mattress.
Task | Relaunch the Beautyrest Black® Collection, including 11 mattresses across four levels. Highlight fundamental “Best of Both Worlds” messaging while heroing key coil and foam technologies.
Contribution | All copy across all channels, with the exception of the preconceived tagline “Experience the Best of Both Worlds”, and with special emphasis on both technology and key benefits.
Result | TBD on YoY results
Homepage
I introduct the collection’s most prominent technologies and value propositions within the homepage hero subheadline.
The maintained use of Beautyrest Black’s value proposition (our most advanced, individualized support) ensures cohesion between the collection’s two construction types
Carousel Images
Product Description Page
Similar to the Beautyrest Black launch, I highlight our most prominent value propositions in the homepage hero, while detailing additional information on materials, benefits, and inter-collection step-ups above and below the fold.
Creative Direction| Anastasia Matteson
Art Direction | Molly Riggs
Design | Francis Avery