On Friday, July 13, Kiehl’s Since 1851 embarked on the third annual Kiehl’s LifeRide for amfAR. The benefit motorcycle ride takes place over 10 days, July 13-July 22, from Miami to Washington, D.C., and I hoped you’d be interesting in sharing this project, as there are a number of opportunities for your readers to get involved, whether they join us along the ride, or support our riders and amfAR via Facebook and Twitter.
Now in its third year, Kiehl’s LifeRide for amfAR is a multi-day, multi-stop motorcycle ride to raise funds and awareness for amfAR, The Foundation for AIDS Research. Taking place this year from July 13-July 22, over 1,800 miles, and with 8 public celebration stops along the way, the ride is expected to raise $115,000 via events, social media, and the sale of a Limited Edition Active Lifestyle Essentials kit, from which 100% of the proceeds will benefit amfAR.
There are a number of new elements in this year’s ride that that will make our third annual ride all the more poignant:
We’re riding in July 2012, which has been established as National HIV Awareness Month (NHAM) to elevate the discourse on the domestic HIV/AIDS epidemic.
As part of the ride, Kiehl’s will be bringing with us a panel created for Kiehl’s LifeRide for amfAR, which we will deliver to the quilt, on The Mall in Washington, D.C. The panel will be on display at each of our ride stops, for our guests to sign, to leave their own message on the quilt and be part of the cause.
Chris Salgardo, President, Kiehl’s USA leads the ride with Kevin Robert Frost, CEO of amfAR, and will be joined by notable motorcycle enthusiasts eager to join the fight against HIV/AIDS, including actors John Corbett, Tricia Helfer, Katee Sackhoff, Tyson Beckford, Teddy Sears, Christopher Redman, Marguerite Moreau and Grant Reynolds; photographer Timothy White, custom motorcycle builder Paul Cox, and artist Conrad Leach—more riders will continue to confirm right up until the days before.
Here are some of the stand-out points of the ride:
We have an incredible group of riders this year, and many of them are joining us for the second and third times on the road. John Corbett and Jesse Metcalfe are joining us for the first time this year, and returning riders include Tricia Helfer, Katee Sackhoff, Tyson Beckford, Teddy Sears, Christopher Redman, Marguerite Moreau and Grant Reynolds; tattoo artist Ami James, photographer Timothy White, custom motorcycle builder Paul Cox, and artist Conrad Leach.
The 2012 Kiehl’s LifeRide for amfAR rides with the support of EagleRider Motorcycles, the world’s largest motorcycle rental and travel touring company. EagleRider is providing the motorcycles and equipment, as well as a traveling support crew to ensure the safety of all riders.
We’ll be making the following public celebration stops along the ride, and hope everyone nearby will come out, meet the riders, and learn more about amfAR.
- Stop 1: Kiehl’s Lincoln Road store, Miami, FL – 11am – 1pm
- Stop 2: Kiehl’s at Aventura Mall, Aventura, FL – 1:30pm – 2:30pm
- Stop 1: EagleRider store, Ormond Beach, FL – 2pm – 3pm
- Stop 2: Kiehl’s at Dillard’s, Jacksonville, FL – 4:30pm – 5:30pm
- Kiehl’s Lenox Square store, Atlanta, GA – 11am – 1pm
- Kiehl’s Georgetown store, Washington, D.C – 6pm – 8pm
- Stop 1: EagleRider store, Fall’s Church, VA – 9:30 am-10:30 am
- Stop 2: Kiehl’s at Tysons Corner Center, McLean, VA – 11am –12pm
In the spirit of giving, those stores will offer a Celebration Discount of 15% off all purchases at each store, the day of their event and the day after.
For those unable to attend these LifeRide events, Kiehl’s will extend the 15% discount at our remaining stores nationwide on July 13th & 14st, and online at Kiehls.com, on July 15th & 16th. Simply enter the code LIFERIDE at checkout.
All in all, the 2012 Kiehl’s LifeRide for amfAR will raise a total of $115,000 for amfAR.
A social media campaign will launch during the ride with the aim to donate an additional $15,000 to amfAR. For each new fan of Kiehl’s Facebook page, Kiehl’s will donate $1 to amfAR.
Among other skin care essentials, the Limited Edition Active Lifestyle Essentials Kit features a lip product, Eucalyptus Lip Relief, which is exclusive to this kit—not available in Kiehl’s free-standing stores or online!
100% of Kiehl’s net profits from the sale of the Limited Edition Active Lifestyle Essentials Kit, up to $25,000, will 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.