Beautyrest Black

Touted as the #1 luxury Innerspring line in the industry, Beautyrest Black® has served as Beautyrest’s most premier mattress collection since its launch in 2006. Combining innovative technology with luxurious aesthetics, this collection is an amalgamation of Beautyrest’s trusted history and commitment to continued innovation.

Task| Relaunch the Beautyrest Black® Collection, including 20 mattresses across four levels. Balance direction to create benefit-led copy while highlighting key technology.

Contribution |All copy across all channels, maintaining the brand’s auspicious voice and centering the brand as a leader in the luxury mattress industry.

Result | Over 100% YoY increase in profit since launch

Product Video

This product video balances the desires of senior leadership with those of our UX team to highlight:

  • Triple-Stranded Pocketed Coil® Technology

  • Self-Response™ Latex

  • Individualized Support and Motion Separation

  • Advanced Temperature Management

  • An expert design with luxurious materials

Homepage

At the high level, this Homepage Hero highlights:

  • The new product (what is is and what it’s called)

  • The collection’s newness

  • It’s most centric value proposition: individualized support

  • A clear explanation of how the technology has upgraded

Without minimizing the appeal of Beautyrest Black Hybrid, which had not yet relaunched, I:

  • Defining the differences between collections, notably the construction type

  • Highlight the step-ups available between collection levels (Series)

  • Provide a scannable synopsis of price differences, construction types, and upgrades available

  • End with clear CTAs to encourage completion of the consumer purchase journey

Collection List Page

Carousel Images

Product Description Page

Notable accomplisments across the PDP include:

  • I coined the term “sleep system”to invite future opportunities for revenue, introducing bedding accessories and furniture as needed items to complete the Beautyrest “sleep system”

  • Detail all information on construction type, benefits, and upgrades available in a clear, concise manner

    • Note: Brand partners preferred detailed, technology-driven benefits, while SEO and UX partners preferred concise, benefit-led copy. The resulting copy is a balance of both preferences

  • I spearheaded an all-inclusive compare chart to identify key upgrades across each Series

Concept Creative Direction | Courtney Stewart

Art Direction | Molly Riggs

Design | Francis Avery

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Tuft & Needle