Kiehl's is preparing to continue its mission to support amfAR, The Foundation for AIDS Research, with its 8th Annual LifeRide for amfAR on July 31st - August 7th. 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.
The brand is selling its limited edition Ultimate Strength Hand Salve in packaging designed to attract attention to the cause. It is in a bright red tube adorned with the slogan, "The Cure is in Your Hands." The brand will also donate 100% of purchase price from the sale of this product to benefit amfAR, up to 25k.
The brand is also promoting this new PSA on YouTube, with Charli XCX sharing key statistics about the status of HIV/AIDS among the younger generation.
"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."
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
Funding Innovative Research
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. Fera is the recipient of one of amfAR's Mathilde Krim Fellowships, which support bright young scientists seeking innovative solutions to HIV/AIDS.
Fera 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.
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.
Here's is the route, and schedule of events.
Kiehl's Plans To Raise $150k in 2017
In addition to donations from sales of its Limited Edition Hand Salve, Kiehl's is asking the brand's fans to 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.
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.