Kiehl's Since 1851 Embarks on 7TH Annual LifeRide for amfAR

Inspired by a Kiehl's icon – the motorcycle – a spirit of adventure and philanthropic heritage, the seventh annual LifeRide continues the brand's mission to heighten awareness and raise funds for amfAR. Beginning in Kiehl's hometown of New York City and ending in Philadelphia, this 11-day, multi-stop charity motorcycle ride takes place August 3-13, 2016.

In conjunction with this year's ride, Kiehl's is pleased to announce a new public service announcement campaign "The Cure Is In Your Hands," featuring Whoopi Goldberg, the award-winning actress, comedian and TV host, and Dita Von Teese, the biggest name in burlesque in the world. This PSA partnership with amfAR, The Foundation for AIDS Research, will raise awareness for HIV/AIDS statistics in the U.S.

Both women have generously supported amfAR initiatives throughout the years and will appear in print visuals and a special video. Also appearing in the video are four real people openly living with HIV including Regan Hofmann, UNAIDS Officer and amfAR Trustee.  The full video can be found here: https://youtu.be/gp-WXMj2i3g

Kiehl's will donate a total of $150,000 to amfAR over the course of the ride, which rallies with the public at 10 store stops along the route. At each stop, the public will be invited to meet the riders, learn more about amfAR and contribute to the non-profit.

Chris Salgardo, President, Kiehl's USA and Kevin Robert Frost, CEO, amfAR will lead this year's influential riders. They include:

      Anthony Carrino, TV host                                                    Kurt Yaeger, actor
    Ben Cohen, rugby champion                                            Luke Wessman, tattoo artist
         Gilles Marini, actor                                                       Marcel Floruss, blogger
       Grant Reynolds, actor                                                       Milissa Sears, actor
           Ian Bohen, actor                                                           Nina Senicar, model
           Jay Ellis, actor                                                             Scott Patterson, actor
     Josh Mario John, model                                                      Teddy Sears, actor
         JR Bourne, actor

Key partners for the ride include Cadillac and global airline Delta. Additional support provided by Greats Shoe Brand, Ray-Ban, Woolrich, Dockers and FIJI Water.

HARNESSING THE POWER OF ART TO BRIGHTEN LIVES

As a part of the New York kickoff of the ride, Kiehl's is thrilled to join forces with artist José Parlá and RxArt to help brighten the lives of young people living with HIV/AIDS. On August 3rd, a new, original installation by José Parlá will be unveiled at Incarnation Children's Center (ICC). ICC is New York City's only pediatric skilled nursing facility exclusively offering specialized care for children and adolescents living with HIV/AIDS. Currently, there are 21 residents, ages 9 to 21 years old, many of whom have grown up living at ICC.

Parlá, known for his vibrant and engaging work and public installations, has created a large-scale painting on an exterior wall of ICC's roof terrace and new work that will be fabricated as wall coverings for some of ICC's most-used living spaces: the dining room, the main hallway and multipurpose room. This unique installation aims to transform a sterile environment into one that provides light and hope to the residents.

To continue this spirit of local giving, for the first time ever, the ride will make donations to local organizations throughout the route with the goal of giving back to and uniting all the communities LifeRide touches.

• Hartford: AIDS Connecticut, www.aids-ct.org       
• Provincetown: AIDS Support Group Cape Cod, www.asgcc.org           
• Boston: AIDS Action Committee of Massachusetts, www.aac.org
• Philadelphia: Philadelphia Fight Community Health Centers, www.fight.org

JOIN THE RIDE!

In celebration of LifeRide, every customer who visits one of these stores on its event day will receive a 15% discount on all purchases, with the exception of charitable products and value sets. Kiehl's will donate that 15% to amfAR, up to $125,000. 

Kiehl's will also offer a nationwide fundraising discount of 15% off all purchases with the exception of charitable products and value sets  at remaining Kiehl's retail stores nationwide and Kiehls.com, Aug. 6 through Aug. 8. Kiehl's will donate that 15% difference to amfAR, up to the $125,000 total donation. 

Kiehl's and amfAR invite all to be a part of this year's ride. Press and public welcome at the following store stops:

• WEDNESDAY, AUG. 3—MANHATTAN
  • Kiehl's at Saks Fifth Avenue, 611 5^th Ave. New York, NY, 12:30-1:30PM
  • Kiehl's Since 1851 Flagship, 109 3^rd Ave. New York, NY, 6-7PM

• THURSDAY, AUG. 4—LONG ISLAND
  • Kiehl's Since 1851, Roosevelt Field, 630 Old Country Rd, Garden City, NY, 12-1PM

• FRIDAY, AUG. 5—HARTFORD
  • Kiehl's Since 1851, Westfarms, 1500 New Britain Ave, West Hartford, CT, 12-1PM

• TUESDAY, AUG. 9—PROVINCETOWN
  • Kiehl's Since 1851, 200 Commercial St, Unit A, Provincetown, MA, 11AM-12PM

• WEDNESDAY, AUG. 10—BOSTON
  • Kiehl's Since 1851, 112 Newbury St, Boston, MA 11AM-12PM
  • Kiehl's Since 1851, Burlington Mall, 75 Middlesex Turnpike, Burlington, MA 1-2PM

• SATURDAY, AUG. 13—PHILADELPHIA
  • Kiehl's at Neiman Marcus, King of Prussia, 170 N Gulph Rd, King of Prussia, PA, 11AM-12PM
  • Kiehl's Since 1851, King of Prussia, 160 N Gulph Rd, King of Prussia, PA, 1-2PM
  • LIFERIDE FINALE!  Kiehl's Since 1851, The Shops at Liberty Place, 1625 Chestnut St, Philadelphia, PA, 3-4PM

Kiehl's customers nationwide can join the fight against HIV/AIDS through the purchase of Kiehl's Limited Edition Ultimate Strength Hand Salve, a jumbo-size of the brand's classic formula. 100% of net profits from the sale of this product, up to $25,000, will benefit amfAR. The Limited Edition Ultimate Strength Hand Salve is adorned with a red cap and will be available for $28.50 at all Kiehl's retail stores, Kiehls.com and specialty store partners nationwide.

EIGHTH CURE-RELATED GRANT

For the first time, Kiehl's LifeRide for amfAR will fund a specific grant as a result of the ride: Satish Pillai, Ph.D., Associate Investigator at the Blood Systems Research Institute and Associate Professor of Laboratory Medicine at UCSF. Dr. Pillai led research that demonstrated precisely how interferon, which is still used in combination with other drugs to treat hepatitis C, attacks HIV at the molecular level within the living. The discovery advanced efforts to enhance the body's defense mechanisms, especially its production of restriction factors that potently suppress HIV replication. This work led to his team's recent discovery that interferon-mediated immune factors play an important role in determining the size of the latent HIV reservoir in HIV-infected individuals on antiretroviral therapy.

For more information on the research Dr. Pillai conducts, please view this video in which he explains his work in layman's terms: https://www.youtube.com/watch?v=bFlebhZAHkU.

Together, from all of these elements, and with the help of our friends, customers and riders, by the end of the seventh annual LifeRide for amfAR, Kiehl's will have raised $1,600,000 for amfAR via motorcycle rides and event donations since 2010. Join us on LifeRide…help us and amfAR make AIDS history.

To find out more about LifeRide, obtain a schedule of events, or get involved in the fight against HIV/AIDS, please visit www.kiehls.com/liferide2016      

Video - http://www.youtube.com/watch?v=gp-WXMj2i3g&feature=youtu.be
Photo - http://photos.prnewswire.com/prnh/20160801/394766 

SOURCE Kiehl's Since 1851

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