NEW YORK, July 11, 2012 /PRNewswire/ -- Maintaining its long-standing tradition of supporting HIV/AIDS charities, Kiehl's Since 1851 is pleased to announce a continued partnership with amfAR, The Foundation for AIDS Research. HIV/AIDS awareness has been at the forefront of Kiehl's philanthropic efforts, and through partnerships with amfAR, Magic Johnson AIDS Foundation and YouthAIDS, Kiehl's has donated over $2,000,000 to the cause.
With the mission to heighten awareness and raise funds for amfAR, Kiehl's is embarking on the third annual Kiehl's LifeRide for amfAR, a ten-day charity motorcycle ride from Miami to Washington D.C., July 13-22, 2012. EagleRider Motorcycles, the world's largest motorcycle rental and travel touring company, is providing 25 motorcycles and equipment, and support crew to ensure the safety of all riders. Additional partners include Ruby Helmets, AriZona Beverages, Zodiac Watches and Luxottica Sunglasses.
This is a significant year for LifeRide, as July 2012 was newly established as National HIV Awareness Month (NHAM). It also ends the day before the 2012 International AIDS Conference commences in Washington, D.C., marking the conference's first time on US soil in 22 years.
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 motorcycle enthusiasts John Corbett, Tricia Helfer, Katee Sackhoff, Teddy Sears, Christopher Redman, Marguerite Moreau, Timothy White and Conrad Leach.
With eight public celebratory stops, Kiehl's will donate a total of $75,000. At each stop, the public will be invited to sign a LifeRide panel, to be added to The AIDS Memorial Quilt.
Kiehl's will also introduce a Limited Edition Active Lifestyle Essentials Kit, with 100% of Kiehl's net profits, up to $25,000, benefiting amfAR. The kit includes a new Eucalyptus Lip Relief, Cross-Terrain All-In-One Refueling Wash and UV Face Protector SPF 50, Ultra Facial Cream, Facial Fuel Eye De-Puffer, Creme de Corps, Ultimate Strength Hand Salve, and Midnight Recovery Concentrate, for $74.00 ($98.50 value) at Kiehl's stores nationwide, and Kiehls.com.
A social media campaign will launch during the ride to raise $15,000 for amfAR, via fan "likes." For each new fan of Kiehl's on Facebook, https://www.facebook.com/KiehlsSince1851, Kiehl's will donate $1 to amfAR.
Overall, Kiehl's LifeRide for amfAR will raise $115,000.
Kiehl's is offering a Celebration Discount of 15% off purchases at each Kiehl's free-standing store along the route the day of its event, and day after. Kiehl's will extend a 15% discount at remaining free-standing stores nationwide on July 13th & 14th, and online on July 15th & 16th. Enter LIFERIDE at checkout.
"It is in Kiehl's mission to give back to the communities in which we do business," said Chris Salgardo, President, Kiehl's USA. "I'm humbled that as a company, we raise funds for amfAR, and get personally involved in the fight against HIV/AIDS. It's especially significant that we end the ride in Washington, D.C. as the International AIDS Conference begins. We're grateful for the generosity of each LifeRider, and the support of EagleRider."
"Kiehl's has been a valuable, longtime supporter of amfAR's vital research work, and the funds raised through the LifeRide will bring us closer to finding a cure," said amfAR CEO, Kevin Robert Frost. "I got my motorcycle license just to ride in this event."
"It is very important for EagleRider to partner with amfAR and this historic ride to support the global efforts to find a cure for HIV/AIDS," said EagleRider President and Founder Chris McIntyre. "As we celebrate our 20th anniversary this year, we will continue to give back to our community who has been so supportive over the years. We are honored to be working with Kiehl's."
For event information, go to www.Kiehls.com/liferide
SOURCE Kiehl's Since 1851