Have you seen this food truck selling skincare in Klang Valley?

Malaysian skincare brand Cosmoderm is taking skincare to the streets of Klang Valley in a campaign titled "My bestie". As part of "My bestie", Cosmoderm departed from in-mall roadshows and entered the bustling food truck scene at Tapak Urban Street Dining locations. The campaign was created in collaboration with Beatnk.

The pop-up events aim to create a friendlier, more relaxed experience for its Millennial and Gen Z consumers, as well as to forge deeper emotional ties with the brand's audience. At each Tapak Urban location, Cosmoderm's "bestie mobile" - a repurposed food truck - treats fans to exclusive product offers, sustainable trade-in opportunities for empty containers, and personalised skincare consultations. 

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Tapak Urban Street Dining was chosen for the pop-up as it provides a lively environment that appeals to its audience, according to a statement seen by A+M. By positioning the brand's pop-up alongside diverse culinary offerings, the activation draws in curious passersby and gives them the opportunity to discover Cosmoderm in a relaxed, authentic atmosphere. 

In addition, the outdoor venue fosters real-time feedback and conversations, as well as allows the brand to engage with local vendors, underscoring Cosmoderm's Malaysian roots, reinforcing brand authenticity. 

In tandem, through trade-in programmes, the "My bestie" also highlights the brand's commitment to eco-friendly practices - a growing priority among today's socially conscious 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,” said 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," added Lau. 

When conceptualising "My bestie", Tanner Nagib, founder of Beank, said the team 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," stated Nagib, adding that partnering with food truck locations gave the brand a down-to-earth setting.  Cosmoderm is not the only brand attempting to build stronger ties with consumers by meeting them where they are at.

In September last year, Kate Spade invited fans to join a conversation about community, mental health and what it means to find joy at a pop-up.  The pop-up aimed to demonstrate the brand's shift of focus from selling products to fostering dialogue, encouraging reflection and promoting personal growth. 

As part of the pop-up, interactive elements such as a giant flip board encouraged attendees to share their thoughts on joy, creating a sense of community and connection around the theme of mental well-being. 

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