KIEHL'S LIFERIDE FOR AMFAR

BEAUTY / HEALTH

A multi-year cause platform — a celebrity-led motorcycle ride, in-store activations, and limited-edition product, all funding HIV/AIDS research.

THE BRIEF:

Co-found an evergreen philanthropic platform for Kiehl's Since 1851 — not a one-time campaign —generating awareness and dollars for amfAR year after year.

THE LSR ARCHITECTURE:

  • Cultural tent-pole as engine. A celebrity-led motorcycle ride, designed to earn coverage across beauty and entertainment press.

  • Retail and product, integrated. In-store activations and limited-edition product, anchored to
    amfAR — a leading global HIV/AIDS research non profit.

THE OUTCOME:

LifeRide ran year over year as a defining Kiehl'sprogram — generating media coverage, retail lift, and meaningful funds for amfAR.

The model LSR is built around: brand + cause +established institution + cultural figure, woven into the brand rather than bolted on as a campaign.