In recent years, we’ve watched as cues from health and wellness have influenced virtually every category—luxury hospitality, food and beverage, baby care and more. It all points to a strengthening consumer push toward self-improvement. One space especially ripe for disruption? Sleep. The glorified busy culture is gradually being eclipsed by a renewed emphasis on quality sleep—and consumers are seeking new ways to maximize it.
Beautyrest is leading the pack with its debut of the Beautyrest® Sleeptracker® monitor, an innovative technology that makes your bed a smart bed, enabling consumers to get more solid, restorative sleep. Using highly accurate sensors and a powerful processor, it monitors your breathing rate, heart rate and motion throughout the night. “This technology demystifies sleep by tracking each phase of your sleep cycle, including light, deep and REM,” explains Kevin Fairchild, senior director of innovation at Simmons Bedding Co. And unlike other monitoring products, the Beautyrest Sleeptracker monitor includes a personalized sleep coach, designed to help consumers not only understand their sleep, but fix it.
Beautyrest partnered with LPK to develop a brand platform for the Beautyrest Sleeptracker monitor, informed by the consumer desires for tranquility and knowledge. “Together we identified a critical outage in the sleep-monitoring category,” explains Billy Thomas, senior creative director at LPK. “There were a ton of options in the wearables category and many emerging brands in sleep, but none of them offered a connection between tracked data and action.”
LPK developed a positioning for the Beautyrest Sleeptracker monitor rooted in self-empowerment—the notion that better sleep helps you lead a better, bolder life. “We needed to connect the dots between sleep monitoring and self-improvement,” Thomas says. “The idea of ‘dimensionalized data’ acted as the basis for everything—from up-front concepts to final packaging.” It meant taking the data beyond the numbers, creating assets like personalized infographics that help users identify problems, patterns and specific ways to improve.
Visually and verbally, LPK’s expression merged expectedly serene sleep cues with graphic, data-driven elements, explains Thomas: “delta waves convey high-tech tracking, while soft, blue waves speak to the rhythm of rest during the night.” The design strategy and expression also fueled a robust go-to-market strategy—from in store and on pack to digital and advertising touchpoints.
This isn’t Beautyrest’s first foray in disrupting the sleep space. In another recent partnership with LPK, the brand used design thinking to evolve its premium mattress range into a multisensorial experience. Beautyrest Black saw significant sales growth—proof that consumers are always looking for more from a good night’s sleep.
Tossing and turning? Find out why. The Beautyrest Sleeptracker monitor is now available for purchase on Amazon.com.
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