I look for several things in a pillow: softness but firming for neck, quality and cooling comfort. This pillow checks all my boxes and has become my new favorite pillow! I love how easily it adapts to the curves of my neck but provides endless support throughout the night and the cooling feature- wow! It’s so refreshing! I added my satin pillowcase to this pillow and for the first time, I’m sleeping throughout the night, not tossing and turning and getting a great full-night sleep. I feel rested and I finally have no neck aches. I love this pillow!