Malaysian skincare brand Cosmoderm has joined forces with Beatnk, a creative marketing agency, to launch the innovative ‘Cosmoderm, My Bestie’ campaign. Centered around the vibrant food truck scene at Tapak Urban Street Dining locations, the campaign demonstrates the power of connecting with consumers in spaces they naturally enjoy.
“My Bestie” aims to foster meaningful emotional bonds with Cosmoderm’s audience. Steering away from traditional marketing tactics, the campaign embraces a friendly, laid-back approach with colorful pop-up events. To date, three successful roadshow stops have been held at Tapak Urban Street Dining venues. The grand finale for 2024 will take place at Tapak KLCC on December 27th and 28th, wrapping up the year with a memorable celebration.
Speaking about the campaign, Tanner Nagib, Founder of Beatnk,“When we started conceptualising ‘My Bestie,’ we wanted a campaign that aligned perfectly with Cosmoderm’s core message: reliability, understanding, and genuine care, To break through today’s saturated market, we focused on experiences that reflect real-life relationships—laid-back, spontaneous, and rooted in genuine connection. Partnering with food truck locations gave us a down-to-earth setting to do just that.”
At every Tapak Urban location, Cosmoderm’s “Bestie Mobile”—a creatively repurposed food truck—embodies the brand’s friendly and approachable spirit. Visitors can enjoy exclusive product deals, participate in sustainable trade-in programs for empty containers, and receive personalized skincare consultations. By embedding these activities within relaxed, community-centered spaces, Cosmoderm and Beatnk are redefining traditional brand-building, turning marketing into a genuine and engaging two-way conversation with consumers.
“We’ve always believed that the relationship with our customers goes beyond selling products. Cosmoderm is about being present, reliable, and consistently there—like a best friend,” says Lau Ker Yi, Managing Director of Cosmoderm. “Working with Beatnk has allowed us to bring this vision to life in a new way, tailoring our campaign to fit the local street-food culture while staying true to our core values. It’s proof that creative marketing can be accessible and compelling simultaneously.”
Famed for its vibrant open-air ambiance and bustling food truck culture, Tapak Urban Street Dining serves as the perfect backdrop to engage Millennials and Gen Z—Cosmoderm’s core audience. Nestled among an array of tantalizing culinary options, the brand’s pop-up invites curious passersby to explore Cosmoderm in a relaxed, genuine setting, fostering organic connections with potential consumers.
With three successful stops already under their belt, Cosmoderm and Beatnk invite the public to join them at Tapak KLCC on December 27th and 28th for the final roadshow activation of the year. In addition to limited-time product deals and expert skincare advice, visitors can look forward to a festive, friendly environment—perfect for unwinding and learning more about Cosmoderm’s gentle, locally formulated skincare solutions.
