Midnight Velvet is one of the most successful women’s fashion mail-order catalogs in the US, boasting a special affinity and dramatic sales among African-American women.

When Midnight Velvet decided it was time to take their advertising to the next level, they came to The Goodness Company to tap our creative expertise and our in-depth knowledge of ethnic minority advertising.

The Goodness Company created a limited-run print advertising campaign geared to drive direct sales of specific products as well as promote the Midnight Velvet catalog to an ethnic female target audience. Through a series of full page advertisements placed in top tier ethnic and general women’s publications, Midnight Velvet
garnered increased recognition and achieved an enhanced “top of mind” status among their target audience.