Skin care company Kiehl’s Since 1851 has a lot going on.
It has been making skin care products from naturally derived ingredients for almost 165 years. It is dedicated to philanthrophy, sponsoring initiatives in the areas of HIV/AIDS awareness, the environment and child welfare. It has an adventurous spirit: The family that started the company built a collection of vintage airplanes, for instance. And since 2010, the company has sponsored the annual “Life Ride for amfAR,” a weeklong motorcycle ride through various cities led by Kiehl’s President Chris Salgardo to raise funds for the AIDS charity.
Now it plans to showcase all of the above in its first ever Rose Parade float.
The 50-foot float’s theme is “Inspiring a Beautiful World,” in keeping with the Pasadena parade’s theme this year of “Inspiring Stories." And it looks as if it will be eye-popping.
The original apothecary building in New York’s East Village is being re-created from florals including dehydrated carrots, creamy white sesame seeds, black seaweed, red winterberries, blue sinuata statice and more. The company mascot, Mr. Bones, will wave to the crowd from the back of the float, while a biplane made of white coconut flakes, blue sinuata statice and red carnations takes off at the front. (The plane is a replica of one owned by the family that founded Kiehl’s, as well as a nod to the Kiehl’s Eagles Flying Team.) Some of the florals on the float -- pears, sunflowers, roses, peonies -- are also used in the company’s products.
The float will be accompanied by a brigade of vintage motorcycles. Two of the riders highlight causes Kiehl’s supports: Timothy Brown, who is believed to be the first person cured of HIV, is set to ride in one sidecar. Seventeen-year-old Culver City student Evan Dumas, whose school received standardized recycling labels from Kiehls-supported Recycle Across America, will ride in another.
Think of it: an 1850s era pharmacy, a skeleton, a biplane, vintage motorcycles and gazillions of flowers. Kiehl’s float has a lot going on too.
The 126th Rose Parade is scheduled to begin at 8 a.m. Thursday, following a 5 1/2 mile route on Colorado Boulevard in Pasadena. It will be broadcast on numerous Los Angeles area television stations, including KTLA-5, KNBC-4 and KABC-7.