NEW YORK — Kiehl’s Since 1851 is on a mission. The company is donating 100 percent of the proceeds of its best-selling Eucalyptus Bath and Shower Liquid Body Cleanser to YouthAIDS, a nonprofit organization that aims to stop the spread of HIV and AIDS among 15-to-24-year-olds. YouthAIDS, active in 50 countries, educates young people on healthy living habits as well as providing health products.
This story first appeared in the June 21, 2002 issue of WWD. Subscribe Today.
“This is a long-term initiative [with Kiehl’s] — spanning three to five years,” said Kate Roberts, director of Cause Marketing for Population Services International, the nonprofit organization behind YouthAIDS. “For the first year, we are hoping to reach at least $1 million.”
Eucalyptus Bath and Shower Liquid Body Cleanser, with new packaging featuring information about the YouthAIDS cause, retails for $12.50 and can be found at the Kiehl’s Since 1851 flagship at 109 Third Avenue; specialty retailers such as Neiman Marcus, Barneys New York, Saks Fifth Avenue and Nordstrom, as well as on Kiehls.com and through 1-800-KIEHLS-1.
This is not the first time the company has lent a hand (and product) to AIDS-related charities: AmFAR “Hand Care for a Cure” benefited the American Federation for AIDS Research, and proceeds from the sales of “Magic’s Elixir” went to Magic Johnson’s AIDS foundation.