To most people, moisturizers and motorcycles don’t go together, but for Kiehl’s Skincare and their Sixth Annual LifeRide for amfAR, the two meet in the middle in the fight against HIV/AIDS.
On August 10, Kiehl’s Skincare in The Forum Shops at Caesars was a scene of excitement as Kiehl’s president Chris Salgardo—along with actors Vanessa Marcil, Giles Marini, Jay Ellis, musician Chris Kael and others—took a break from their 12-day motorcycle ride from Denver to San Diego to make an appearance. Customers shopped displays, received free facials and hor d’oeuvres, and mingled with the motorcycle riders who are raising money for AIDS research.
“One of the highlights of the trip was riding in the rain from St. George to Sedona,” says Chris Kael of Five Finger Death Punch. “It was very challenging, but symbolic of the fight against HIV/AIDS. It’s made us all better riders for sure.”
You may be asking—why motorcycles? They’ve always been a brand staple, but it isn’t the motorcycles that motivate these riders to cross the country. amfAR rolled out their Countdown to the Cure initiative, which sets a goal to raise $100 million dollars and find a cure by 2020. By the end of this year’s ride, Kiehl’s will have raised $1,270,000 for amfAR since 2010.
“To me, the LifeRide with amfAR was the best way to stand our ground,” says Salgardo. “amfAR is making a difference. They’re putting themselves on the clock to be out of business by 2020, and you just don’t hear other companies doing that. I feel like we’ve chosen wisely.”
To get involved, you can donate to your favorite rider through the group’s CrowdRise page. Many donors have already agreed to match $50,000 of the funds raised. If you want to do a little shopping, head out to Kiehl’s and buy any product in the store, including their LifeRide book with photos from previous LifeRides. Fifteen percent of proceeds will be donated to amfAR up to $115,000.