NEW YORK, July 19, 2017 /PRNewswire/ -- Since 2010, Kiehl's Since 1851, the venerable New York-based purveyor of fine quality skin and hair care, has used a fleet of motorcycles to make noise for AIDS awareness. This year, for its eighth annual Kiehl's LifeRide for amfAR (July 31-Aug. 7, 2017), Kiehl's and amfAR, The Foundation for AIDS Research, are focusing their messaging on the rise of HIV diagnoses in young people.
In a PSA launching July 19th, amfAR supporter Charli XCX will share key statistics about the status of the epidemic among the younger generation. View the full PSA at KiehlsNYC on YouTube.
"Nearly 40,000 people were diagnosed with HIV in the U.S. in 2015, and more than 40 percent were under the age of 30," said amfAR CEO Kevin Robert Frost. "We need to do a much better job of reaching young people in ways that empower them to make good decisions regarding the risks of HIV, particularly since 50 percent of HIV-positive young people don't know they're infected and can unknowingly pass the virus on to others."
Kiehl's LifeRide for amfAR is helping to advance the "Countdown to a Cure for AIDS", amfAR's research initiative aimed at developing the scientific basis of a cure by 2020. The proceeds from the 2017 Kiehl's LifeRide for amfAR will fund a specific grant to aid the research of Dr. Daniela Fera. Dr. Fera is the recipient of one of amfAR's Mathilde Krim Fellowships, which support bright young scientists seeking innovative solutions to HIV/AIDS. She is reengineering HIV proteins so that they lose their protective shield and elicit a more effective response from the immune system. Her project could advance the search for both a vaccine and a cure. Dr. Fera is an accomplished scientist and teacher who has won several awards for her work in structural biology during her postdoctoral training at Boston Children's Hospital/Harvard Medical School.
Inspired by a Kiehl's icon, the motorcycle, its spirit of adventure and philanthropic heritage, Kiehl's LifeRide for amfAR took its first ride in 2010.
The eighth annual LifeRide continues the brand's mission to heighten awareness and raise funds for amfAR, and will ride from Minneapolis to Nashville over 8 days, July 31-Aug. 7, 2017.
Rallying with the public at nine store stops along the route, Kiehl's will donate a total of $100,000 over the course of the ride. At each stop, the public can meet the riders, social media influencers, learn more about amfAR and contribute to the non-profit. For a schedule of these events, visit www.kiehls.com/liferide2017
At the conclusion of this year's ride, Kiehl's LifeRide for amfAR will have ridden more than 11,500 miles since 2010, and raised more than $1.7 million, funding nine cure-related research projects.
Chris Salgardo, President, Kiehl's USA and amfAR's Kevin Robert Frost will lead this year's riders:
Ian Bohen, actor, Teen Wolf
JR Bourne, actor, Somewhere Between
Anthony Carrino, co-host, Kitchen Cousins
Gilles Marini, actor, Switched at Birth
Tyler Posey, actor, Teen Wolf
Grant Reynolds, host/producer, What Could Possibly Go Wrong?
Luke Wessman, tattoo artist, Miami/NY Ink
Key partners for the ride include Cadillac, global airline Delta, and Hedon helmets.
Even if they're not on this year's ride route, Kiehl's customers and amfAR supporters nationwide can still join LifeRide and the fight against HIV/AIDS:
- Share a selfie with a heart made from your hands, tag @Kiehls, @amfAR and hashtag #LifeRide8. Kiehl's will donate $1 for every Instagram post, up to $25,000, to amfAR to help fund a cure for HIV/AIDS.
- Share the amfAR PSA featuring CharliXCX! Help continue the conversation about HIV/AIDS and amfAR's work to find a cure.
- Limited Edition Ultimate Strength Hand Salve benefits amfAR: 100% of purchase price from the sale of this product, up to $25,000, will benefit amfAR. The Limited Edition Ultimate Strength Hand Salve will be available for $28.50 at all Kiehl's retail stores, Kiehls.com and specialty store partners nationwide.
- Donate in-store. All Kiehl's retail stores nationwide will be accepting donations for amfAR. To find your closest store, please visit the store locator on Kiehls.com.
Together, from all of these elements, and with the help of our friends, customers and riders, by the end of the eight annual LifeRide for amfAR, Kiehl's will have raised more than $150,000 in 2017, and more than $1,700,000 in total or amfAR via motorcycle rides and event donations since 2010. Join us on LifeRide…help 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/liferide2017
#LifeRide8 #Kiehls #TheCureIsInOurHands
Press Contact: Rachael Kelley
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SOURCE Kiehl's Since 1851