Motorcycling Philanthropists Join with Kiehl's to Find a Cure For AIDS

NEW YORK, NY - Maintaining its long-standing tradition of supporting HIV/AIDS charities, Kiehl's Since 1851, the venerable New York-based purveyor of fine quality skin and hair care, announced a continued partnership with amfAR, The Foundation for AIDS Research.

HIV/AIDS awareness has long been at the forefront of Kiehl's philanthropic efforts, and through partnerships with organizations like amfAR, as well as the Magic Johnson AIDS Foundation, and YouthAIDS, Kiehl's has proudly donated more than $2,000,000 for the cause.

With the mission to heighten awareness, and raise funds, for amfAR along the East Coast, the company is embarking on the third annual Kiehl's LifeRide for amfAR, a ten-day charity motorcycle ride taking place July 13 - July 22, 2012, with the support of EagleRider Motorcycles, the world's largest motorcycle rental and travel touring company. EagleRider is providing 25 motorcycles and equipment, along with a traveling support crew to ensure the safety of all riders.

This is a significant year for LifeRide, as its finale takes place at amfAR & GBCHealth's Together to End AIDS Gala on July 21st, in Washington, D.C. the evening before the International AIDS Conference commences, marking its first time on US soil in 22 years.

This year's ride also takes place in July, which was recently established as National HIV Awareness Month (NHAM). To elevate the national discourse on the domestic HIV/AIDS epidemic, NHAM will create broad-scale public awareness of the domestic impact of HIV/AIDS, work to combat HIV/AIDS stigma and discrimination, and engage new stakeholders in the fight against the disease-with the ultimate vision of ending the epidemic.

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 reputable motorcycle enthusiasts eager to join the fight against HIV/AIDS, including John Corbett, Jesse Metcalfe, Tricia Helfer, Katee Sackhoff, Teddy Sears, Christopher Redman, Marguerite Moreau, Timothy White, Paul Cox, Grant Reynolds, Conrad Leach and more.

With eight stops along the way to celebrate with the public, Kiehl's will donate a total of $75,000 over the course of the ride. And at each stop, the public will be invited to join the cause and sign a Kiehl's quilt panel that will be added to The AIDS Memorial Quilt in Washington D.C.

Along the way, riders will also enjoy a private visit to Stone Mountain Park; ride the Tail of the Dragon, America's #1 motorcycle and sports car road; attend the amfAR & GBCHealth Gala, and more. In addition, key partners for the ride include EagleRider (providing the fleet of leading-edge motorcycles for ride participants), Ruby Helmets, AriZona Beverages, Zodiac Watches and more.

Celebration stops/check presentations at Kiehl's freestanding stores include (press and public welcome):
� July 13th: Stop 1: Kiehl's Lincoln Road store, Miami, FL - 11am - 1pm
Stop 2: Kiehl's at Aventura Mall, Aventura, FL - 1:30pm - 2:30pm
� July 14th: Stop 1: EagleRider store, Ormond Beach, FL - 2pm - 3pm
Stop 2: Kiehl's at Dillard's, Jacksonville, FL - 4:30pm - 5:30pm
� July 16th: Kiehl's Lenox Square store, Atlanta, GA - 11am - 1pm
� July 20th: Kiehl's Georgetown store, Washington, D.C - 6pm - 8pm
� July 21st: Stop 1: EagleRider store, Fall's Church, VA - 9:30am - 10:30am
Stop 2: Kiehl's at Tysons Corner Center, McLean, VA - 11am - 12pm

In honor of LifeRide, for every customer that visits Kiehl's free-standing stores on these dates, Kiehl's will donate $5 to amfAR, up to the $75,000 total donation.

Kiehl's customers will also be able to join the fight against HIV/AIDS: In celebration of LifeRide, Kiehl's will introduce a Limited Edition Active Lifestyle Essentials Kit, an array of signature products to help active customers refuel from head to toe, with 100% of Kiehl's net profits from the sale of this product, up to $25,000, to 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.

A social media campaign that will launch during the ride will also aim to donate an additional $15,000 to amfAR. Together, from all of these elements, Kiehl's LifeRide for amfAR will raise $115,000 for amfAR.

In the spirit of giving, Kiehl's will offer a Celebration Discount of 15% off all purchases at each store - the day it is hosting an event (and day after). For those unable to attend the events, Kiehl's will extend a 15% discount at remaining stores nationwide on July 13th & 14st, and online at www.Kiehls.com - on July 15th & 16th. Simply enter the code LIFERIDE at checkout.

"From our inception, it has been Kiehl's mission to always 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 not only raise funds for amfAR, but we get personally involved with the fight against HIV/AIDS. It's especially significant that we will end the ride in Washington, D.C. as the International AIDS Conference begins. To be a part of such a moment in history is monumental. As a motorcycle rider, I'm delighted to lead the third annual Kiehl's LifeRide for amfAR. We're truly grateful for the generosity of each LifeRide participant, and for the support of EagleRider. It is an honor to partner with a likeminded brand to help spread amfAR's message and raise awareness for the cause."

"Kiehl's has been a valuable and longtime supporter of amfAR's vital research work, and the funds raised through the Kiehl's LifeRide will bring us that much closer to finding a cure for HIV and AIDS," said amfAR CEO Kevin Robert Frost. "We're thrilled to be partnering with Kiehl's on such a unique 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."

To find out more about LifeRide, obtain a schedule of events, or get involved in the fight against HIV/AIDS, go to www.kiehls.com

Founded in 1985, amfAR is dedicated to ending the global AIDS epidemic through innovative research. With the freedom and flexibility to respond quickly to emerging areas of scientific promise, amfAR plays a catalytic role in accelerating the pace of HIV/AIDS research and achieving real breakthroughs. AmfAR-funded research has increased our understanding of HIV and has helped lay the groundwork for major advances in the study, treatment and prevention of HIV/AIDS. Since 1985, amfAR has invested more than $340 million in its mission and has awarded grants to more than 2,000 research teams worldwide. For additional information on amfAR, visit www.amfAR.org.

Since 1986, amfAR has awarded more than $17 million to researchers in the Southeast working to improve HIV treatment and prevention, and to find a cure for AIDS.

In 1996 Kiehl's made HIV/AIDS a key philanthropy. Over the past two decades, the fervent support of HIV/AIDS organizations has been at the heart of Kiehl's efforts, leading to partnerships with organizations such as amfAR, The Magic Johnson Foundation for AIDS and Youth AIDS. Since 2001, Kiehl's has raised over $2,000,000 for HIV/AIDS organizations and continues to do so.

Celebrating 20 years of Making Dreams Come True. In 1992, EagleRider pioneered the Harley-Davidson� motorcycle rental concept and the guided motorcycle tour business. Today, we are the world's largest motorcycle travel and tourism company. EagleRider understands the needs of motorcycle enthusiasts and adventure travelers; offering over 4,000 perfectly maintained Harley, Honda�, BMW�, Triumph� and many other motorcycle models in more than 100 locations worldwide. Our vast network of EagleRider locations allows us the unique ability to offer One-Way Rentals, Guided Tours and Self-Drive Tours from the most desirable tourist destinations in the world.

July 2012 has been established as National HIV Awareness Month (NHAM) to elevate the national discourse on the domestic HIV/AIDS epidemic. NHAM will create broad-scale public awareness of the domestic impact of HIV/AIDS, work to combat HIV/AIDS stigma and discrimination, and engage new stakeholders in the fight against the disease-with the ultimate vision of ending the epidemic.

To learn more about NHAM and its current members-or to join these groups in supporting NHAM- please visit: www.nationalhivawarenessmonth.org

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