Pantene partnered with MTV and YM magazine to lend credibility and national support through television, magazines, the internet and email. TV, print and in-school executions integrated celebrity talent to generate awareness and entries. Radio and in store displays promoted the concert. MTV2 aired a custom programme, highlighting the concert and celebrity talent. A custom branded CD featuring top artists and ProVoice finalists was promoted as a gift with purchase on MTV, in magazines, and online.

ProVoice was a major success. It exceeded anticipated, incremental sales goals by 10%. Four million women accessed www.provoice.com. Over 200,000 names were collected for the Pantene relationship program with 40% requesting future communication from Pantene.