To celebrate the opening of Dreamgirls, AKA partnered the much-anticipated new production with the fabulous make-up brand Benefit. The partnership has seen Benefit promote the show with a digital and in-store campaign featuring a VIP prize package to win tickets to the show, a luxury stay at The Savoy Hotel with a Benefit makeover and products. As a premium but playful brand, this partnership perfectly positions Dreamgirls as the ultimate girls’ night out. The show features on Benefit’s social media channels reaching over 6 million people and was promoted further on postcards given out during Carnaby Street and Seven Dials Christmas shopping events. The competition has been a huge success receiving record entries.