Beatnk launches ‘My Bestie’ campaign for Malaysian skincare brand, Cosmoderm

Malaysian skincare brand, Cosmoderm has teamed up with Beatnk, a creative marketing agency, to launch the ‘Cosmoderm, My Bestie’ campaign. This campaign brings Cosmoderm to the heart of the bustling food truck scene at Tapak Urban Street Dining locations. It shows that marketing success hinges on meeting consumers in the environments they naturally enjoy.

“My Bestie” focuses on forging deeper emotional ties with Cosmoderm’s audience. Instead of traditional product-pushing tactics, both partners chose to create a friendlier, more relaxed experience through vibrant pop-up events. So far, three roadshow stops have been completed at various Tapak Urban Street Dining locations, and the final activation of the year will take place at Tapak KLCC on December 27th and 28th.

“When we started conceptualising ‘My Bestie,’ we wanted a campaign that aligned perfectly with Cosmoderm’s core message: reliability, understanding, and genuine care,” says Tanner Nagib, Founder of Beatnk. “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 each Tapak Urban location, Cosmoderm’s “bestie mobile”—a repurposed food truck—showcases the brand’s approachable ethos. Visitors are treated to exclusive product offers, sustainable trade-in opportunities for empty containers, and personalised skincare consultations. By integrating these activities into casual, community-focused spaces, Cosmoderm and Beatnk are reimagining traditional brand-building, transforming marketing into a meaningful, two-way dialogue 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.”

Renowned for its open-air ambience and bustling food truck culture, Tapak Urban Street Dining provides a lively environment that appeals to Millennials and Gen Z—key consumer segments for Cosmoderm. By positioning the brand’s pop-up alongside diverse culinary offerings, the partnership draws in curious passersby, letting them discover Cosmoderm in a relaxed, authentic atmosphere.

Driving engagement and authenticity
• Face-to-Face Connections: The outdoor venue fosters real-time feedback and conversations, allowing Cosmoderm and Beatnk to refine messaging based on direct customer insights.
• Community Alignment: Engaging with local vendors underscores Cosmoderm’s Malaysian roots, reinforcing brand authenticity.
• Sustainability in Focus: Through trade-in programmes, the campaign also highlights a commitment to eco-friendly practices—a growing priority among today’s socially conscious 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.