When you first open your My Cool Comfort Pillow or Body Pillow, do to the nature of packing the product, you'll notice that the memory foam filling has been compacted. It will naturally begin to fluff up as soon as you remove it from the packaging, but in order to expedite the process, you may fluff it either by hand or by putting it in the dryer at a VERY LOW heat setting (or even heatless tumble) for 15 to 20 minutes. This should cause the memory foam filling to expand to its fullest state.
It should also be noted that temperature and altitude have an effect on how long it takes for the pillow to fluff up to its fullest potential. Customers who live in colder or higher altitude climates should expect to show their My Cool Comfort pillow a little more love, but don't worry My Cool Comfort will always treat you right.