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What do you look for when purchasing bedding? Softness, comfort and durability are often considered to be the influencing top factors. In addition to those factors, sustainability has become a hot topic in recent years. In the U.S. alone, 71% of consumers are aware of eco-friendly home textiles and think of them favorably.
For decades, sustainability has been a core value at Lenzing as we endeavor to extend our reach across a range of product segments. Given this, the TENCEL™ brand has partnered up with mattress and bedding provider, MOLECULE, in a social campaign to link our everyday sleep with environmental conservation.
Since its establishment, MOLECULE has been dedicated to helping customers achieve optimal recovery-focused sleep through trusted scientific research. Popular sports personalities such as Russell Wilson and Nastia Liukin, have been invited collaborate with the brand and test out the eco-friendly bedding. Olympic gold medalist and soccer player, Alex Morgan, is among those who are in love with the eco-friendly MOLECULE Air-Engineered™ sheet which features TENCEL™ branded fibers.
“MOLECULE has really helped to improve my sleep and I love my MOLECULE mattress and sheets,” said Morgan. “I’m excited to give my fans the gift of recovery-focused sleep this holiday season!”
So, what makes MOLECULE sheets made from TENCEL™ branded fibers so special? Derived from natural materials, TENCEL™ branded lyocell fibers can absorb moisture more efficiently than cotton, meaning the sheets made from TENCEL™ Lyocell fibers can help regulate your temperature throughout the night, keeping you cool and dry as you dream. And that’s not all – these fibers are also naturally soft and suitable for sensitive skin. The fibers feel like silk to the touch but are far more durable. Even after repeated washing, they provide long-lasting smoothness and quality.
Moreover, as bedding is private and comes into close contact with the skin, consumers often expect higher hygiene standards. According to the Lifestyle Monitor Survey, 40% of consumers look for moisture management in their sheets, while 39% focus on bacteria resistance/anti-microbial properties and temperature control respectively. TENCEL™ Lyocell fibers are efficiently absorbent, which results in less moisture on the surface of the sheets where bacteria could grow. Last but not least, for those looking to make a sustainable purchase, TENCEL™ Lyocell fibers are sourced from sustainable wood and can fully revert to nature without causing damage to the environment.
The journey to improving sleep by TENCEL™ and MOLECULE does not end here. The collaboration campaign has also been expanded to an airline loyalty program, with the aim of tapping into new consumer groups. By offering a free MOLECULE sheet set made with TENCEL™ alongside any mattress purchases to loyalty customers of United Airlines, American Airlines and Alaska Airlines, we hope to build relationships with more like-minded consumers who are also willing to make contributions to the environment.
Launching this social media campaign with MOLECULE effectively helps us to build relationships with friends who share the same beliefs. We will never cease to strengthen our commitment to sustainability. In the future, we shall continue to join forces with like-minded industry partners to influence more people and create a more sustainable world together.
*Ambassador Nastia Liukin was part of the MOLECULE 2019 campaign.