Mother's Day Project: Top Salon "AIR," Frequented by Celebrities for 27 Years, and Carbonated Gas Pack "PRINCIPAL" Announce First Collaboration! Gifting "Time to be the Main Character" to Women Who Have Put Themselves Last
Beauty brand "PRINCIPAL" and top hair salon "AIR" are launching their first collaboration for Mother's Day 2026. The project aims to gift women who tend to prioritize work and family a moment to be the "main character" by providing an opportunity for self-care. As part of the initiative, 100 existing customers at two AIR salon locations will receive a complimentary 'Secret Paste' carbonated gas pack from PRINCIPAL.
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- 📰 Published: April 14, 2026 at 19:00
- 🔍 Collected: April 14, 2026 at 10:31
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The beauty brand "PRINCIPAL," developed by Ventuno Japan Co., Ltd. (Headquarters: Tokyo, CEO: Satoru Kimura), will launch a special project for Mother's Day 2026 (May 10th) starting from May 1, 2026. This marks its first collaboration project with the popular top hair salon "AIR," which is frequented by many famous celebrities and models. This initiative aims to provide women who have prioritized work, family, and childcare, thus putting their own time last, with an "opportunity to cherish themselves."
■ Project Overview: "AIR × PRINCIPAL Mother's Day Project"
| Item | Content |
| :--- | :--- |
| Project Name | AIR × PRINCIPAL Mother's Day Project |
| Period | From May 1, 2026 ~ *Ends when stock runs out at each store |
| Participating Stores | AIR Aoyama (Minato-ku, Tokyo) / AIR Osaka (Chuo-ku, Osaka) |
| Details | 100 existing customers visiting the salon will receive one PRINCIPAL 'Secret Paste' (valued at 12,100 JPY) as a gift. |
| Quantity | 100 units per store *Ends when stock runs out |
■ Why are we undertaking this initiative now?
◆ The Overlooked Time of "Mothers and Working Women"
In modern times, the number of women who support their families while working continues to increase. However, the reality is that many of them are neglecting their own self-care.
"Working hard is the norm."
"It's just expected of me."
In such an atmosphere, the time and choice to care for oneself tend to be pushed aside.
Mother's Day is a day to express daily gratitude. However, PRINCIPAL believes it is also a day for the ones being thanked—mothers and working women themselves—to cherish themselves.
◆ A Shared Passion Between Two Brands
For 27 years since its founding in 1999, AIR has been a top hair salon dedicated to "expressing the customer's charm to the fullest."
PRINCIPAL is a beauty brand committed to reminding busy women that "The main character of your life is you."
"We want to provide time for women to cherish themselves"—this shared passion led to this Mother's Day collaboration.
■ Collaboration Partner: Hair Salon "AIR"
◆ 27 Years Since Founding, A Top Salon Representing the Industry
| Item | Content |
| :--- | :--- |
| Operating Company | AIR ENTERTAINMENT Inc. |
| Representative | President and CEO Koji Takada |
| Founded | June 1999 (Established: October 1998) |
| Headquarters | 6F Minami-Aoyama ST Bldg., 7-10-3 Minami-Aoyama, Minato-ku, Tokyo |
| Number of Employees | 155 (as of April 2026) |
| Areas of Operation | Nationwide, including Tokyo (Aoyama, Ginza, Ikebukuro), Yokohama, Osaka, Kobe, and Fukuoka |
| URL | https://www.air.st/ |
AIR is a hair salon group based in Aoyama, Tokyo, that operates large salons nationwide. It employs stylists who are active on the front lines of media, including magazines, commercials, and fashion shows, and is supported by many famous celebrities and models.
Known for its high-quality private rooms and advanced technical skills, AIR is recognized as a leader in the beauty industry's creative scene, extending beyond salon work to hair shows, photoshoots, and lectures.
◆ Participating Stores for the Mother's Day Project
AIR Aoyama
| Item | Content |
| :--- | :--- |
| Location | 5F La Porte Aoyama, 5-51-8 Jingumae, Shibuya-ku, Tokyo (4-min walk from Omotesando Station) |
| Features | AIR's flagship store. Frequented by numerous famous celebrities and models. |
| URL | https://www.air.st/air-aoyama/ |
AIR Osaka
| Item | Content |
| :--- | :--- |
| Location | 1F Daishinbashi East Shimizumachi Bldg., 1-16-22 Higashi-Shinsaibashi, Chuo-ku, Osaka-shi, Osaka (5-min walk from Shinsaibashi Station) |
| Features | A large, 170-tsubo (approx. 562 sqm) salon. |
| URL | https://www.air.st/air-osaka/ |
■ What PRINCIPAL Cherishes
"The main character of your life is you."
For women who prioritize work, family, and childcare, for whom it has become normal to spend their time on others instead of themselves, we want to remind them that they are the main characters of their own lives.
PRINCIPAL is a brand that supports such women.
The Beauty the Brand Aims For
Not "cute," but "beautiful."
Not "young," but "poised."
Not "adorned," but "radiating from within."
On the special day of Mother's Day, we want to provide an opportunity for hardworking women to feel that **"It's okay to cherish yourself, too."**
■ Gift Product: 'PRINCIPAL Secret Paste'
◆ A Carbonated Gas Pack That Can Be Used While Bathing
"We want you to continue the beautiful finish from the salon at home"—with this in mind, we chose a carbonated gas pack that is also handled by professional salons as the gift product. Features
| Item | Content |
| :--- | :--- |
| Product Name | PRINCIPAL Secret Paste |
| Contents | Approx. 50 days of use |
| Regular Price | 12,100 JPY (tax included) |
| How to Use | After washing your face, apply an appropriate amount during your bath and rinse off after a few minutes. |
| Features | Carbonated gas-generating formula, contains encapsulated ingredients. |
| URL | https://shop.principal-beauty.co.jp/ |
◆ Why We Chose This Product as a Gift
Stemming from the wish that **"busy women take even just a few minutes during their bath to care for themselves,"** we chose a carbonated gas pack that can be used without setting aside special time.
Style your hair at the salon, and care for your skin for a few minutes in the bath at home.
This Mother's Day project connects the "special time" at AIR with the "daily personal time" from PRINCIPAL.
■ The Message Behind the Mother's Day Project
◆ Another Word Beyond "Thank You"
Many messages delivered on Mother's Day are, "Thank you, as always."
But the other word that PRINCIPAL and AIR want to deliver lies beyond that.
"We want you to cherish yourself, too."
The time spent visiting the salon.
The time spent gently touching your skin for a few minutes in the bath.
Both are times spent for oneself.
We believe that these small accumulations build confidence for tomorrow.
■ How to Participate in the Campaign
Step 1: Visit AIR Aoyama or AIR Osaka during the campaign period.
Step 2: Eligible customers will be given the 'Secret Paste' by a staff member.
*Limited to 100 units at each store. The campaign will end once stocks run out.
*Please contact each store for details.
*This is a special project for existing customers and is not applicable to new clients.
■ Future Developments
PRINCIPAL will continue to strive to make the extraordinary experience of salon care a time full of happiness through collaborations with professionals in the beauty industry.
■ Company Overviews
Ventuno Japan Co., Ltd.
| Item | Content |
| :--- | :--- |
| Company Name | Ventuno Japan Co., Ltd. |
| Representative | CEO Satoru Kimura |
| Business Content | Planning, development, and sales of cosmetics |
| Official Website | https://shop.principal-beauty.co.jp/ |
AIR ENTERTAINMENT Inc.
| Item | Content |
| :--- | :--- |
| Company Name | AIR ENTERTAINMENT Inc. |
| Representative | President and CEO Koji Takada |
| Founded | June 1999 |
| Number of Employees | 155 (as of April 2026) |
| Headquarters | 6F Minami-Aoyama ST Bldg., 7-10-3 Minami-Aoyama, Minato-ku, Tokyo |
| Official Website | https://www.air.st/ |
■ Project Overview: "AIR × PRINCIPAL Mother's Day Project"
| Item | Content |
| :--- | :--- |
| Project Name | AIR × PRINCIPAL Mother's Day Project |
| Period | From May 1, 2026 ~ *Ends when stock runs out at each store |
| Participating Stores | AIR Aoyama (Minato-ku, Tokyo) / AIR Osaka (Chuo-ku, Osaka) |
| Details | 100 existing customers visiting the salon will receive one PRINCIPAL 'Secret Paste' (valued at 12,100 JPY) as a gift. |
| Quantity | 100 units per store *Ends when stock runs out |
■ Why are we undertaking this initiative now?
◆ The Overlooked Time of "Mothers and Working Women"
In modern times, the number of women who support their families while working continues to increase. However, the reality is that many of them are neglecting their own self-care.
"Working hard is the norm."
"It's just expected of me."
In such an atmosphere, the time and choice to care for oneself tend to be pushed aside.
Mother's Day is a day to express daily gratitude. However, PRINCIPAL believes it is also a day for the ones being thanked—mothers and working women themselves—to cherish themselves.
◆ A Shared Passion Between Two Brands
For 27 years since its founding in 1999, AIR has been a top hair salon dedicated to "expressing the customer's charm to the fullest."
PRINCIPAL is a beauty brand committed to reminding busy women that "The main character of your life is you."
"We want to provide time for women to cherish themselves"—this shared passion led to this Mother's Day collaboration.
■ Collaboration Partner: Hair Salon "AIR"
◆ 27 Years Since Founding, A Top Salon Representing the Industry
| Item | Content |
| :--- | :--- |
| Operating Company | AIR ENTERTAINMENT Inc. |
| Representative | President and CEO Koji Takada |
| Founded | June 1999 (Established: October 1998) |
| Headquarters | 6F Minami-Aoyama ST Bldg., 7-10-3 Minami-Aoyama, Minato-ku, Tokyo |
| Number of Employees | 155 (as of April 2026) |
| Areas of Operation | Nationwide, including Tokyo (Aoyama, Ginza, Ikebukuro), Yokohama, Osaka, Kobe, and Fukuoka |
| URL | https://www.air.st/ |
AIR is a hair salon group based in Aoyama, Tokyo, that operates large salons nationwide. It employs stylists who are active on the front lines of media, including magazines, commercials, and fashion shows, and is supported by many famous celebrities and models.
Known for its high-quality private rooms and advanced technical skills, AIR is recognized as a leader in the beauty industry's creative scene, extending beyond salon work to hair shows, photoshoots, and lectures.
◆ Participating Stores for the Mother's Day Project
AIR Aoyama
| Item | Content |
| :--- | :--- |
| Location | 5F La Porte Aoyama, 5-51-8 Jingumae, Shibuya-ku, Tokyo (4-min walk from Omotesando Station) |
| Features | AIR's flagship store. Frequented by numerous famous celebrities and models. |
| URL | https://www.air.st/air-aoyama/ |
AIR Osaka
| Item | Content |
| :--- | :--- |
| Location | 1F Daishinbashi East Shimizumachi Bldg., 1-16-22 Higashi-Shinsaibashi, Chuo-ku, Osaka-shi, Osaka (5-min walk from Shinsaibashi Station) |
| Features | A large, 170-tsubo (approx. 562 sqm) salon. |
| URL | https://www.air.st/air-osaka/ |
■ What PRINCIPAL Cherishes
"The main character of your life is you."
For women who prioritize work, family, and childcare, for whom it has become normal to spend their time on others instead of themselves, we want to remind them that they are the main characters of their own lives.
PRINCIPAL is a brand that supports such women.
The Beauty the Brand Aims For
Not "cute," but "beautiful."
Not "young," but "poised."
Not "adorned," but "radiating from within."
On the special day of Mother's Day, we want to provide an opportunity for hardworking women to feel that **"It's okay to cherish yourself, too."**
■ Gift Product: 'PRINCIPAL Secret Paste'
◆ A Carbonated Gas Pack That Can Be Used While Bathing
"We want you to continue the beautiful finish from the salon at home"—with this in mind, we chose a carbonated gas pack that is also handled by professional salons as the gift product. Features
| Item | Content |
| :--- | :--- |
| Product Name | PRINCIPAL Secret Paste |
| Contents | Approx. 50 days of use |
| Regular Price | 12,100 JPY (tax included) |
| How to Use | After washing your face, apply an appropriate amount during your bath and rinse off after a few minutes. |
| Features | Carbonated gas-generating formula, contains encapsulated ingredients. |
| URL | https://shop.principal-beauty.co.jp/ |
◆ Why We Chose This Product as a Gift
Stemming from the wish that **"busy women take even just a few minutes during their bath to care for themselves,"** we chose a carbonated gas pack that can be used without setting aside special time.
Style your hair at the salon, and care for your skin for a few minutes in the bath at home.
This Mother's Day project connects the "special time" at AIR with the "daily personal time" from PRINCIPAL.
■ The Message Behind the Mother's Day Project
◆ Another Word Beyond "Thank You"
Many messages delivered on Mother's Day are, "Thank you, as always."
But the other word that PRINCIPAL and AIR want to deliver lies beyond that.
"We want you to cherish yourself, too."
The time spent visiting the salon.
The time spent gently touching your skin for a few minutes in the bath.
Both are times spent for oneself.
We believe that these small accumulations build confidence for tomorrow.
■ How to Participate in the Campaign
Step 1: Visit AIR Aoyama or AIR Osaka during the campaign period.
Step 2: Eligible customers will be given the 'Secret Paste' by a staff member.
*Limited to 100 units at each store. The campaign will end once stocks run out.
*Please contact each store for details.
*This is a special project for existing customers and is not applicable to new clients.
■ Future Developments
PRINCIPAL will continue to strive to make the extraordinary experience of salon care a time full of happiness through collaborations with professionals in the beauty industry.
■ Company Overviews
Ventuno Japan Co., Ltd.
| Item | Content |
| :--- | :--- |
| Company Name | Ventuno Japan Co., Ltd. |
| Representative | CEO Satoru Kimura |
| Business Content | Planning, development, and sales of cosmetics |
| Official Website | https://shop.principal-beauty.co.jp/ |
AIR ENTERTAINMENT Inc.
| Item | Content |
| :--- | :--- |
| Company Name | AIR ENTERTAINMENT Inc. |
| Representative | President and CEO Koji Takada |
| Founded | June 1999 |
| Number of Employees | 155 (as of April 2026) |
| Headquarters | 6F Minami-Aoyama ST Bldg., 7-10-3 Minami-Aoyama, Minato-ku, Tokyo |
| Official Website | https://www.air.st/ |