Kiehl's Since 1851 LifeRide for amfAR

Motorcycling Philanthropists Join Forces with Kiehl's to Raise $85,000 to help find a Cure For AIDS

SAN FRANCISCO - Maintaining its long-standing tradition of supporting HIV/AIDS charities, Kiehl's Since 1851, the venerable New Yorkbased purveyor of fine quality skin and hair care, celebrated a continued partnership with amfAR, The Foundation for AIDS Research in San Francisco on Aug. 6.

Chris Salgardo, President, Kiehl's USA, presented $85,000 to Kevin Frost, CEO of amfAR, The Foundation for AIDS Research, at the Kiehl's LifeRide for amfAR celebration at Kiehl's Since 1851 on Fillmore Street in San Francisco on Friday night.

The celebration honored the inaugural Kiehl's LifeRide for amfAR and the introduction of a 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. Kiehl's LifeRide for amfAR, a six-day charitable motorcycle ride up the coast of California, Aug. 2 to Aug. 7, moved up the coast, from San Diego to the San Francisco Bay Area, with the group of celebrity riders making stops at Kiehl's stores along the route to present donations-a total of $60,000 over the course of the ride--to amfAR. Between the LifeRide and the proceeds from the Limited Edition product, Kiehl's donated a total of $85,000 to amfAR, The Foundation for AIDS Research.

Event guests included riders Alain de Cadenet, Tricia Helfer, Katee Sackhoff, Teddy Sears, Paul Cox, Jared Zaugg, and Josh Manning. Additional participants of the week's activities included riders William H. Macy, Fred Durst, Peter Coyote, **and **Tim Kang, and supporters such as Peter Fonda, Timothy White, Josh Homme, Cheyenne Jackson, Kristin Cavallari and **Plain White T's. **

In celebration of LifeRide, Kiehl's also introduced** Limited Edition Ultra Facial Moisturizer SPF 15**, a Limited Edition version of its customer favorite, with 100% of Kiehl's net profits from the sale of this product, up to $25,000, to benefit amfAR. The Limited Edition product features a specially-designed motorcycle and flame motif inspired by the ride.

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 $1,000,000 for the cause.

With the mission to heighten awareness, and raise funds, for amfAR along the California coast, the company embarked on the inaugural Kiehl's LifeRide for amfAR, ** which was inspired by **Kiehl's history with motorcycles, spirit of adventure, and philanthropic heritage. The ride was led by Chris Salgardo, President, Kiehl's USA and Alain de Cadenet, Le Mans racer and ESPN "Speed Channel" host, and included approximately 20 motorcycle enthusiasts eager to join the fight against HIV/AIDS.

With eight stops along the way, Kiehl's made donations at each - totaling $60,000. Along the ride, they also enjoyed a special visit at Jay Leno's Garage, private tour of Solvang Vintage Motorcycle Museum, private track time at the famed Laguna Seca Raceway, and more - all of which were generously donated. Key partners for the ride include BMW of North America, LLC (providing a fleet of leading-edge motorcycles and luxury automobiles for ride participants), Kimpton Hotels, Atelier Ruby Helmets, Tom Ford Eyewear, and more.

Stops/check presentations at Kiehl's freestanding stores included:
August 2nd: San Diego - 12pm - 2pm - "Rev Up for Red"
With Top Chef contestant and R Gang Eatery Owner/Executive Chef Rich Sweeney
August 3rd: ** Stop 1: **Robertson Blvd - 11:30am - 12:30pm
Stop 2: Santa Monica - 1pm - 3pm with Cheyenne Jackson of Glee & 30 Rock
August 4th: Westfield Topanga **- 3pm-5pm - new store opening with **Kristin Cavallari of MTV's The Hills
August 6th: ** Stop 1: **Palo Alto - 12pm - 2pm - "Rev Up for Red"
With Palo Alto's Chef Christopher Bennett of Fleming's and Top Chef contestant and R Gang Eatery Owner/Executive Chef Rich Sweeney
Stop 2: San Francisco Fillmore - 6pm - 8pm
August 7th: ** Stop 1: **San Francisco Centre **- 10am - 11am - Rally Rendezvous
Stop 2: **Berkeley
- 12pm - 1pm - BBQ

_"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. _As a motorcycle rider, I'm personally delighted to lead the ride and truly grateful for the generosity of each LifeRide participant. It is an honor to spread amfAR's message throughout my home state." _

_"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." _

To find out more about LifeRide or to get involved in the fight against HIV/AIDS, go to www.kiehls.com or www.kiehlsgivesback.com.

**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. 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 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.

**BMW Group In America: **BMW of North America, LLC has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group's global manufacturing network and is the exclusive manufacturing plant for all X5 Sports Activity Vehicles and X6 Sports Activity Coupes. The BMW Group sales organization is represented in the U.S. through networks of 338 BMW passenger car centers, 336 BMW Sports Activity Vehicle centers, 143 BMW motorcycle retailers, 94 MINI passenger car dealers, and 31 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group's sales headquarters for North America, is located in Woodcliff Lake, New Jersey.