In the spirit of “adventure and philanthropy,” Kiehl’s is hosting its 2nd Annual LifeRide for amfAR sponsored by BMW. The event, which will raise $100,000 towards AIDS research, will also help commemorate the New York City-based skin and hair care brand’s 160th anniversary.
The LifeRide is a growing tradition for Kiehl’s, a company that has raised more than $300,000 for HIV and AIDS awareness programs through its decade-long partnership with amfAR. Kiehl’s is hoping that 160 cyclists will join in for the ride across New York City in honor of its anniversary and motorcycle history (Kiehl’s was recently gifted a motorcycle once owned by ‘60s actor Steve McQueen. The bike is now displayed in the 3rd Avenue flagship store and doubles as a photo booth.)
Last year, the LifeRide took place along the coast of California, making eight stops from San Diego and concluding in Berkeley. The ride raised a total of $60,000. An additional $25,000 was donated from the proceeds of Kiehl’s Limited Edition Ultra Facial Moisturizer SPF 15. Among the celebrity motorcyclists who signed up last year were: “One Life To Live” star Teddy Sears, Academy Award nominee William H. Macy, and Limp Bizkit front man Fred Durst.
This year, the LifeRide will be blazing through five stops along the east coast, kicking off in Philadelphia’s Rittenhouse Square on August 1 and concluding in New York City on August 6. A public launch event will feature celebrity hosts model Tyson Beckford and actor Mark Paul Gosselaar (of “Saved By The Bell” fame). The two are cyclists in the ride, which will be lead by Kiehl’s President Chris Salgardo and ESPN host Alain de Cadenet. Former “Top Chef” contestant Jennifer Carroll is hosting the event and will treat attendees to menu items from her 10 Arts restaurant in the Philadelphia Ritz Carlton. For every customer that visits the Kiehl’s Rittenhouse Square store on Aug 1, the company is donating $5 to amfAR. A total donation of $5,000 will be presented to the charity organization during the launch event.
The six-day LifeRide will conclude in New York City’s Lower East Side with a free block party barbecue held outside of Kiehl’s flagship. In the meantime, Kiehls will be donating another $25,000 of the proceeds from its Limited Edition Ultra Facial Cream to amfAR. Every jar will feature a special motorcycle motif that was inspired by the LifeRide. The limited edition cream will debut during the launch event on August 1.