Kiehl’s LifeRide for amfAR, a six-day philanthropic motorcycle ride up the coast of California

Alain de Cadenet 1975

If you see Fred Durst on a motorcycle today in front of the Santa Monica Kiehl’s store, do not try to follow him to the after party. He will actually be embarking on a 6 day ride Kiehl’s is sponsoring up the coast of California to raise money and awareness for amfAR’s mission to eradicate AIDS. Alain de Cadenet – Le Mans racer & ESPN “Speed Channel” Host and grandfather of Atlanta de Cadenet - will also join the ride on a BMW.

WHO: Cheyenne Jackson, amfAR Ambassador (of NBC’s 30 Rock and FOX’s Glee)

Kevin Frost, Chief Executive Officer, amfAR, The Foundation for AIDS Research

Chris Salgardo, President, Kiehl’s USA

WHAT: Kick-off party for inaugural Kiehl’s LifeRide for amfAR, a six-day philanthropic motorcycle ride up the coast of California – with donations, up to $60,000, taking place at eight locations.

Announcement of riders, including Alain de Cadenet, Peter Fonda, William H. Macy, Fred Durst, Ben Younger, Timothy White, Tricia Helfer, Katee Sackhoff, Teddy Sears and more.

Unveiling of Limited Edition Ultra Facial Moisturizer SPF 15 with 100% of Kiehl’s net profits from the sale of this product, up to $25,000, to benefit amfAR. 

15% Presidential Discount on products purchased at event*

 WHEN: Tuesday, August 3, 2010 -  1:00 PM to 3:00 PM

WHERE: Kiehl’s Since 1851 Santa Monica Store – 1516 Montana Avenue, Santa Monica, CA

ADDITIONAL VIP GUESTS AND LIFERIDE PARTICIPANTS – arriving on BMW motorcycles:

·         Alain de Cadenet – Le Mans racer & ESPN “Speed Channel” Host
·         Timothy White – Celebrity Photographer
·         Tricia Helfer – Actor, TNT’s Dark Blue and Battlestar Galactica
·         Paul Cox – custom bike-builder (East Coast), owner, Paul Cox Industries
·         Katee Sackhoff  – Actor, Battlestar Galactica and FX’s Nip/Tuck
·         Tim Kang – Actor, CBS’s The Mentalist
·         Tim Lopez – Musician, Plain White T’s
·         Mike Retondo – Musician, Plain White T’s

About amfAR:

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 and treatment of HIV/AIDS. Since 1985, amfAR has invested more than $307 million in its mission and has awarded grants to more than 2,000 research teams worldwide.

In 2010, amfAR has already awarded more than $745,000 in grants to California-based organizations and research centers working on life-saving AIDS outreach and scientific studies. Since 1987, the organization has issued grants for more than $23.7 million throughout the state of California. For additional information on amfAR, visit www.amfAR.org.

Kiehl’s commitment:

In 1996 Kiehl’s made HIV/AIDS a key philanthropy for the brand, and partnered with Magic Johnson to raise funds and awareness for the Magic Johnson AIDS Foundation. 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 and YouthAIDS.   Since 2001, Kiehl’s has raised over $1,000,000 for HIV/AIDS organizations and continues to do so. For additional information on Kiehl’s Since 1851, visit www.kiehls.com.

***Kiehl’s reserves the right to refuse entrance of invited media or guests at its sole discretion.