David Perry — Furniture Today
Aimed at women age 23 to 35

ATLANTA — Simmons is engaging in some girl talk to reach young female bedding shoppers.

A brochure called “A girl’s guide to mattress shopping” is aimed at young women age 23 to 35 who are in the market for a new mattress, addressing them with hip graphics and text.

For example, the guide refers to “those pointy bra things” worn by Madonna. If you bought your bed in those days, the guide notes, it’s time for a new bed.

You also need a new bed, the guide says, if “your bed dips like a hammock but isn’t nearly as relaxing,” or “you wake up feeling like you stayed out late, even though you stayed in.”

“If you’re still reading,” the guide says, “you probably have a bed that’s more than seven years old, which is the age experts say a mattress stops giving you the support it should. After all, your body changes a lot in seven years and your mattress should keep up with your needs.”

The guide is being distributed to editors at major women’s-interest consumer magazines, so they can use the content in articles about mattress shopping. It also will be available as a downloadable file at
www.beautyrest.com, a new consumer-friendly Web resource that contains mattress shopping information.

“We created the girl’s guide to make the mattress shopping experience easier for young women, especially those who are purchasing a new mattress or upgrading from an old bed for the first time,” said Tim Oakhill, senior vice president of marketing and international licensing at Simmons. “The guide presents knowledge about the mattress industry in a fun, easy-to-read way, so readers feel more comfortable in the retail environment and more secure about their mattress selection.”

The guide acknowledges the reader probably dreads looking for a new bed, but adds that with the right information at hand, “this shopping experience doesn’t have to be unpleasant. Just remember that more comfortable, restful nights await you.”

Various types of mattresses are reviewed. The only brand-specific message comes in a description of Pocketed Coil spring mattresses, which the guide notes were created by Simmons and feature “an advanced innerspring system” that enables the coils to adjust independently to the body, providing undisturbed sleep.

Under the “night night” heading, the guide offers this advice for better sleep:

* “Make sure your bedroom is dark, cool and uncluttered.”

*“Prepare your mind and body for sleep: read for pleasure, take a hot bath or do light stretching before bed.”

*“Limit the use of your TV or computer in your bedroom and turn your clock away from you.”

* “Establish a regular sleep schedule and don’t sleep in. Instead, take power naps.”

*“Try not to drink caffeinated beverages or eat chocolate after 2 p.m. We know this one is tough, but it’s for your own good.”

For more information, the guide says, readers should visit www.simmons.com.