That is what Unilever is trying to do by launching a four-pronged strategy to make the Pond's Institute more interactive and accessible -- through a touch screen kiosk at supermarkets in six metros, a web page for computer-friendly customers, a help-line for the not so computer friendly and a write-in consumer response service to `'establish a continuous direct contact with the brand,'' as marketing manager Shrijeet Mishra puts it.

The interactive kiosk is essentially a built-in computer with an interactive multimedia programme and has a touch screen that will give customers a walk-in experience of the Pond's Institute. `'Till now the institute was generally perceived as either a beauty parlour by some and a research and development centre by others.

Thetouch screen experience will go a long way in clearing the mist around its image and reinforce the institute's role as an informer, counsellor and guide on beauty and skin care -- a place where they can expect us to listen to their genuine skin care needs,'' claims Product Manager Amrit Thomas.

The touch screen is backed by a specially-designed software where the windows-based gateways reinforce Pond's past as a skin-care major and promise to a deliver a skin-care regimen tailored to the customer's skin type and work environment. The other parameters considered are age, lifestyle and environmental factors. Each gateway is further divided into the heads of usage, benefits, expert advice and a film.

For example, if you touch the window leading to skin types the ensuing video will show you the various skin types, the basis of the classification, where do you fit in and the skin care regimen suitable to your skin type.

Pond's is also introducing a telephone help-line in the six metros of Bangalore,Calcutta, Chennai, Hyderabad, Mumbai and New Delhi where customers can call in and get advice on skin care. In New Delhi, the kiosks will be set up at the departmental stores Nanz and Common Wealth in Greater Kailash I and Shri Morning Palace at Hauz Khas. Besides, the home page at http://www.pondsinstitute-india.com will provide round-the-clock access to anyone who wants a walk-in experience on the Net.

In addition to traditional skin care and product features, the touch-screens feature interactive activities, quiz, tips on fashion/etiquette as well as information on home-made remedies for common dermatological problems.