Kiehl’s Since 1851 is hosting its seventh annual Liferide for amfAR, and will host a special event and fundraiser at its West Hartford store in Westfarms this week.

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Maintaining its long-standing tradition of supporting HIV/AIDS charities, Kiehl’s Since 1851, the venerable New York-based purveyor of fine quality skin and hair care, is pleased to announce its continued partnership with amfAR, The Foundation for AIDS Research, and the seventh annual Kiehl’s LifeRide for amfAR.

Inspired by a Kiehl’s icon – the motorcycle – a spirit of adventure and philanthropic heritage, the seventh annual LifeRide continues the brand’s mission to heighten awareness and raise funds for amfAR. Beginning in Kiehl’s hometown of New York City and ending in Philadelphia, this 11-day, multi-stop charity ride will take place August 3-13, 2016.

On Friday, Aug. 5, the ride will make its first-ever stop in Connecticut. From noon to 1 p.m., Kiehl’s will be providing in-store product demos at Westfarms and presenting a $5,000 check to AIDS Connecticut, a local organization that provides crucial resources to those living with the disease.

100% of sales of the Ultimate Hand Salve will be donated to amfAR. Submitted image

In celebration of LifeRide, every customer who visits the Westfarms store, or one of the other participating stores on the event day, will receive a 15 percent discount on all purchases, with the exception of charitable products and value sets. Kiehl’s will donate that 15 percent to amfAR, up to $125,000.

Kiehl’s customers nationwide can join the fight against HIV/AIDS through the purchase of Kiehl’s Limited Edition Ultimate Strength Hand Salve, a jumbo-size of the brand’s classic formula. One-hundred percent of net profits from the sale of this product, up to $25,000, will benefit amfAR. The Limited Edition Ultimate Strength Hand Salve is adorned with a red cap and will be available for $28.50 at all Kiehl’s retail stores, Kiehls.com and specialty store partners nationwide.

A few celebrity riders who are deeply invested in the cause who are participating in the entire ride and will be in West Hartford on Aug. 5. They include:

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  Kevin Robert Frost – CEO, amfAR
• Gilles Marini, actor
• Teddy Sears, actor
• JR Bourne, actor
• Ian Bohen, actor
• Josh Mario John, model
• Scott Patterson, actor
• Theo Rossi, actor
• Anthony Carrino, TV host
• Grant Reynolds, actor
• Ben Cohen, rugby champion
• Milissa Sears, actor
• Michiel Huisman, actor (CT Stop Only)

In Connecticut, amfAR reports an estimated nearly 21,000 people are living with HIV/AIDS in Connecticut, including nearly 1,000 people in Hartford. In 2014, an estimated 291 adults and adolescents were diagnosed with HIV in Connecticut, and to date, amfAR has provided more than $1.8 million toward HIV/AIDS research and other programs in Connecticut.

Rallying at 10 store stops along the route, the brand will donate a total of $150,000 over the course of the ride. At each stop, the public will be invited to meet the riders, learn more about amfAR and contribute to the non-profit. At the conclusion of this year’s ride, Kiehl’s will have raised $1,600,000 for amfAR, since 2010, funding eight cure-related research projects.

Together, from all of these elements, and with the help of our friends, customers and riders, by the end of the seventh annual LifeRide for amfAR, Kiehl’s will have raised $1,600,000 for amfAR via motorcycle rides and event donations since 2010. Join us on LifeRide … help us and amfAR make AIDS history.

To find out more about LifeRide, obtain a schedule of events, or get involved in the fight against HIV/AIDS, please visit www.kiehls.com/liferide