I am 99.9% sure that the Comfort Zone pillow at Smart Bargains is the same one from JCPenney. The half cylinder one at JCPenney is made out of the same material, just smaller. But JCPenney does carry the full sized one like Smart Bargains.
Now is the Comfort Zone the same as the Isotonic Pillow at Bed Bath & Beyond for $59.00? Experience has told me "no." They are both made by the Carpenter Company, but I *think* the Isotonic is "slightly" more dense...just not by much. I think they do this because selling the same pillow under a different brand name may be illegal. I could be totally wrong though. I just know that Bed Bath & Beyond now sells the "Isopedic" pillow, which seems to be *exactly* the same as "The Perfect Pillow" which, interestingly enough, is no longer listed on the Linen's 'N Things website. So they may have discontinued it so BB&B could sell the Isopedic. Again, I could be totally wrong...it's just a hunch.
Is the Novaform better than the Comfort Zone? In my opinion, no. This is *only* because the Novaform from Costco got me very very *very* sick. I was messing with my roommate's Novaform (meaning just took off the Terrycloth Cover and squeesed the foam) and it was flaking foam all over the place. I'm pretty sure that I inhaled some of it and ended up getting very sick to my stomach and had a migrane that lasted two days. I won't even go near the Novaform now. Of course he may have just had one from a bad batch. But I've never seen a foam pillow flake so easily. (I cringe just typing this!).
From what I could tell though, the Comfort Zone is more firm than the Novaform. So it depends on if you like more firm or more pliable. They sell that Novaform at BB&B (for like $79!!!!), so maybe you can go there to compare them?
Good luck.
