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. This year, for its eighth annual Kiehl’s LifeRide for amfAR (July 31-Aug. 7, 2017), Kiehl’s and amfAR, The Foundation for AIDS Research, are focusing their messaging on the rise of HIV diagnoses in young people.
In a PSA launching July 19th, amfAR supporter Charli XCX will share key statistics about the status of the epidemic 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.”
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. Dr. Fera is the recipient of one of amfAR’s Mathilde Krim Fellowships, which support bright young scientists seeking innovative solutions to HIV/AIDS. She 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. Dr. Fera is an accomplished scientist and teacher who has won several awards for her work in structural biology during her postdoctoral training at Boston Children’s Hospital/Harvard Medical School.
Inspired by a Kiehl’s icon, the motorcycle, its spirit of adventure and philanthropic heritage, Kiehl’s LifeRide for amfAR took its first ride in 2010.
The eighth annual LifeRide continues the brand’s mission to heighten awareness and raise funds for amfAR, and will ride from Minneapolis to Nashville over 8 days, July 31-Aug. 7, 2017.
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.
At the conclusion of this year’s ride, Kiehl’s LifeRide for amfAR will have ridden more than 11,500 miles since 2010, and raised more than $1.7 million, funding nine cure-related research projects.
o MONDAY, JULY 31—MINNEAPOLIS
o Kiehl’s Since 1851, Mall of America, 8100 24th Ave., Bloomington, MN, 11 AM-12 PM
o Kiehl’s at Macy’s, Ridgedale Center, 12411 Wayzata Blvd., Minnetonka, MN, 12:30-1:30 PM
o WEDNESDAY, AUG. 2—CHICAGOLAND
o Kiehl’s at Von Maur, Yorktown Center, 145 Yorktown Shopping Center, Lombard, IL, 1:30-2:30 PM
o Kiehl’s at Bloomingdale’s, 900 North Michigan Ave., Chicago, IL, 4:30-5:30 PM
o THURSDAY, AUG. 3—CHICAGOLAND
o Kiehl’s Since 1851, The Shops at North Bridge, 520 N. Michigan Ave., Chicago, IL,
11 AM-12 PM
o FRIDAY, AUG. 4—INDIANAPOLIS
o Kiehl’s Since 1851, The Fashion Mall at Keystone, 8702 Keystone Crossing, Indianapolis, IN, 12-1 PM
o SATURDAY, AUG. 5—LEXINGTON
o Kiehl’s at Dillard’s, Fayette Mall, 3625 Nicholasville Rd., Lexington, NY, 11:30 AM-12:30 PM
o MONDAY, AUG. 7—NASHVILLE
o Kiehl’s at Dillard’s, CoolSprings Galleria, 1796 Galleria Blvd., Franklin, TN, 11AM-12 PM
o LIFERIDE FINALE! Kiehl’s Since 1851, The Mall at Green Hills, 2126 Abbott Martin Road, Nashville, TN, 12:30-1:30 PM