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Don't be alarmed if your brand-new pillow is flat as a pancake when you unbox it memory foam pillows are often highly compressed for packaging. While most will eventually expand by themselves, you can speed things along by gently fluffing up your pillow and separating compressed clumps of foam with your fingers. Give yourself time to adjust to a contoured pillow If you've decided to opt for a contoured memory foam pillow, keep in mind that the unique shape and firm support of these pillows can take some getting used to. Once you lie down, give your pillow a few minutes to warm up, even if it feels uncomfortable at first. As transferred body heat begins to soften the foam, the pillow will mold to the shape of your head, neck, and shoulders. About the Smell While many find the odor of freshly unwrapped memory foam products slightly unpleasant, the good news is that it does dissipate over time and eventually goes away completely. It's usually best to allow new memory foam pillows to air in a well-ventilated room for a few hours before using. Should any lingering odors persist, try sprinkling some baking soda onto your pillow and allow it to sit for an hour or two before vacuuming it off.