by Brian Lipton

Kiehls Since 1851 Ultimate Hand Salve - CharityMaintaining its long-standing tradition of supporting HIV/AIDS charities, skincare company Kiehl’s will launch its seventh annual Kiehl’s LifeRide for amfAR, an11-day, multi-stop charity motorcycle ride, which will take place August 3-13.  Kiehl’s will donate up to $150,000 to amFAR by the end of the ride.

The event will begin in New York City tomorrow, with a special promotion at the Saks Fifth Avenue flagship, including an appearance by Chris Salgardo, president Kiehl’s USA, Kevin Robert Frost, CEO, amfAR, and this year’s team of celebrity riders, including rugby champion Ben Cohen, actors Gilles Marini and Teddy Sears, and TV host Anthony Carrino.

Future stops for the team will include Kiehl’s stores in Garden City, New York, Hartford, Connecticut, Provincetown, Rhode Island, Boston, Massachusetts, and King of Prussia, Pennsylvania, among other retail shops. Customers who visit one of the participating stores on those days will receive special discounts on Kiehl’s producs. In addition, Kiehl’s is releasing a limited-edition 7.8.oz version of its Ultimate Strength Hand Salve for $28.50, all proceeds of which will benefit amFAR

In conjunction with this year’s ride, Kiehl’s has created a new public service announcement campaign “The Cure Is In Your Hands,” featuring Oscar and Emmy winner Whoopi Goldberg and burlesque star Dita Von Teese. Also appearing in this special video are four real people openly living with HIV, including Regan Hofmann, a UNAIDS Officer and amfAR Trustee.

Further, Kiehl’s will 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 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.