| A Focus on Beautyrest |
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By: Kaitlin T. Gallucci |
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 Bedding giant Simmons is undergoing a "complete brand transformation," the focus of which will be on its flagship Beautyrest brand. Driven by a "consumer-centric" approach, Simmons is introducing a new logo, tagline, and advertising campaign for the 87-year-old Beautyrest brand.
According to CEO Gary Fazio, "This is a complete transformation of the company... Over the past year, we've invested significant resources into market research to truly listen to our consumers in the marketplace and better align our products with what they truly want." Senior Vice President of Brand Management Mark Owen explained, "Simmons is redefining the iconic Beautyrest brand to encapsulate what the brand means today."
Beautyrest's new line is "Living Life Fully Charged" (an update from the former "Better Sleep For The Two Of You"), inspired by the insight that consumers want sleep to "recharge the human battery."
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