Kiehl's Revs Up in a LifeRide for AmfAR

by Kelly Bryant (Subscribe to Kelly Bryant's posts)
Posted Aug 4th 2010 at 12:00PM

Get your motor runnin', Kiehl's fans.

The socially-conscious company, along with a brigade of entertainment types, took to California's coastal roads by motorcycle on Tuesday to raise both funds and awareness for the fight against HIV/AIDS.

Kiehl's LifeRide for AmfAR, a six-day philanthropic trek up the scenic coast of the Golden State, roared up to the brand's Santa Monica store located on uber-trendy Montana Avenue to celebrate their inaugural journey with a kick-off party.

The ride drew participation from a wide array of high-profile motorcycle aficionados from film legend Peter Fonda to "Battlestar Galactica" hotties Tricia Helfer and Katee Sackhoff.

Cheyenne Jackson, Kevin Frost and Chris Salgardo attend the inaugural Kiehl's LifeRide for AmfAR kick-off party. Photo: Brian To/FilmMagic.com

"We've donated money in the past to [AmfAR] but we thought, 'How can we raise awareness for this cause in a much bigger way?,'" explains Kiehl's USA president Chris Salgardo. "We got the idea of tying in the motorcycle, which is very iconic to Kiehl's, it's something everyone knows us for. It's a symbol of adventure. We came up with this ride called Kiehl's LifeRide for AmfAR and it's a drive along the coast, which isn't so bad, with eight stops along the way. We're hoping to generate about $60,000 in donations, which we're giving, and another $25,000 in the sale of our Ultra Facial Moisturizer with SPF 15. It's the number-one selling moisturizer for Kiehl's. We decorated the bottle just for the ride with flames and there's a motorcycle on the back."

Helfer, who became an avid motorcycle rider three years ago, is thrilled to combine one of her favorite pastimes with such a worthy organization.

"I got invited to join the ride and I was very excited about it," the actress told StyleList. "I've been very vocal about being a motorbike rider and it just seemed like such a wonderful opportunity to ride up the coast to benefit such a great cause. Kiehl's is doing so much to try to raise not only money, but also raise awareness for it."

While Helfer admitted to us that she was a self-proclaimed tomboy growing up, we still had to know how a girl, especially an actress, keeps up her beauty routine while out on the open road.

"When you're doing a ride the key is sunscreen," she says. "You really just pare down. It's just about cleansing your skin at night when you get back since you're among cars and the exhaust. When you're on the open road it's better, but you still get dirty. So you want to clean your face at night. Normally when I'm riding I don't wear any makeup at all."

Whether you're hopping on your hog or not, pick up a bottle of Kiehl's Limited Edition Ultra Facial Moisturizer with SPF 15 ($50/8.4 fl. oz.) with 100% of net profits, up to $25,000, benefitting AmfAR.

In other beauty news, see how Mary J. Blige's debut fragrance, My Life, benefits women now.

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