July 12th, 2012 
July 2012 has been established as National HIV Awareness Month (NHAM) to elevate the national discourse on the domestic HIV/AIDS epidemic. In 1996 Kiehl’s made HIV/AIDS a key philanthropy. Over the past two decades, the fervent support of HIV/AIDS organizations has been at the heart of Kiehl’s efforts, leading to partnerships with organizations such as amfAR, The Magic Johnson Foundation for AIDS and YouthAIDS. Since 2001, Kiehl’s has raised over $2,000,000 for HIV/AIDS organizations and continues to do so. With the mission to heighten awareness, and raise funds, for amfAR along the East Coast, Kiehl’s is embarking on the third annual Kiehl’s LifeRide for amfAR, a nine-day charity motorcycle ride taking place July 13 – July 21, 2012, with the support of EagleRider Motorcycles, the world’s largest motorcycle rental and travel touring company. EagleRider is providing 25 motorcycles and equipment, along with a traveling support crew to ensure the safety of all riders.
Founded in 1985, amfAR is dedicated to ending the global AIDS epidemic through innovative research. With the freedom and flexibility to respond quickly to emerging areas of scientific promise, amfAR plays a catalytic role in accelerating the pace of HIV/AIDS research and achieving real breakthroughs. amfAR-funded research has increased our understanding of HIV and has helped lay the groundwork for major advances in the study, treatment and prevention of HIV/AIDS. Since 1985, amfAR has invested more than $340 million in its mission and has awarded grants to more than 2,000 research teams worldwide.
Inspired by Kiehl’s history with motorcycles, spirit of adventure, and philanthropic heritage, the ride will be led by Chris Salgardo, President, Kiehl’s USA and Kevin Robert Frost, amfAR CEO, with reputable motorcycle enthusiasts eager to join the fight against HIV/AIDS, including John Corbett, Tricia Helfer, Katee Sackhoff, Teddy Sears, Christopher Redman, Marguerite Moreau, Timothy White, Paul Cox, Grant Reynolds, Conrad Leach and more.
With eight stops along the way, to celebrate with the public, Kiehl’s will make donations at each – totaling $90,000. Riders will enjoy a private visit to Stone Mountain Park, ride the Tail of the Dragon which is America’s #1 motorcycle and sports car road, and finish up in Washington, DC for the amfAR & GBCHealth’s Together to End
AIDS Gala on July 21, 2012. The gala takes place the evening before the International AIDS Conference commences, marking its first time on US soil in 22 years. Corporate partners for the ride include EagleRider (providing the fleet of leading-edge motorcycles for ride participants), Ruby Helmets, AriZona Beverages, and Zodiac Watches.
Stops/check presentations at Kiehl’s freestanding stores include (press and public welcome):
- July 13th: Stop 1: Kiehl’s Lincoln Road store, Miami, FL – 11am – 1pm
Stop 2: Kiehl’s at Aventura Mall, Aventura, FL – 1:30pm – 2:30pm
- July 14th: Stop 1: Kiehl’s at Dillard’s, Jacksonville, FL – 4:30pm – 5:30pm
Stop 2: EagleRider store, Ormond Beach, FL – 2pm – 3pm
- July 16th: Kiehl’s Lenox Square store, Atlanta, GA – 11am – 1pm
- July 20th: Kiehl’s Georgetown store, Washington, D.C – 6pm – 8pm
- July 21st: Stop 1: EagleRider store, Falls Church, VA – 9:45am – 10:30am
Stop 2: Kiehl’s at Tysons Corner Center, McLean, VA – 11am – 1pm
In honor of LifeRide, for every customer that visits Kiehl’s free-standing stores on these dates, Kiehl’s will donate $5 to amfAR, up to the $90,000 total donation. Kiehl’s customers will also be able to join the fight against HIV/AIDS: In celebration of LifeRide, Kiehl’s will introduce a Limited Edition Active Lifestyle Essentials Kit, an array of signature products to help active customers refuel from head to toe, with 100% of Kiehl’s net profits from the sale of this product, up to $25,000, to benefit amfAR. The Limited Edition Kit includes Kiehl’s new Eucalyptus Lip Relief (available only in this kit), full-size bottles of Cross-Terrain All-In-One Refueling Wash, Ultra Facial Cream, Cross-Terrain UV Face Protector SPF 50, Facial Fuel Eye De-Puffer, and deluxe samples of Creme de Corps, Ultimate Strength Hand Salve, and Midnight Recovery Concentrate. It features a specially-designed tattoo-inspired motif for the ride and will retail for $74.00 ($98.50 value) at Kiehl’s stores nationwide, and at Kiehls.com.
In the spirit of giving, Kiehl’s will offer a Celebration Discount of 15% off all purchases at each store – the day it is hosting an event (and day after). For those unable to attend the events, Kiehl’s is will extend a 15% discount at remaining stores nationwide on July 20th & 21st, and online at Kiehls.com – on July 22nd & 23rd. Simply enter the code LIFERIDE at checkout.
