WSJ; Overheard On The Street: Leggett & Platt Is Getting Personal

On Monday, the mattress-spring maker announced the findings of a study evaluating the performance of memory-foam mattresses for both sleep and sex.

It compared these springless beds with mattresses it terms "Ultimate Hybrid" because they combine the fabric-encased springs it manufactures with foam, gel or latex.

In a result that surely pleased the study's sponsor, the hybrid bed won both categories.

In the "SexySleep" survey, 255 consumers were asked to evaluate the performance of two unidentified mattresses after "sittting, bouncing, laying, crawlilng, rolling and even jumping on them." The study also included interviews with 50 people who either owned memory-foam mattresses or "had experienced intimacy" when buying a mattress.

By raising the issue, Leggett & Platt appears to be counting on one of marketing's oldest axioms: Sex sells.