MISSION and HISTORY

 

HISTORY

Framesi was founded in 1945 by Roberto Franchina who, initially with two partners, sold products ranging from talcum powder to brilliantine. Franchina then started to run the company on his own and moved into manufacturing - focusing in particular on hair care products - placing his laboratory in the hands of a pharmaceutical chemist. With time, Framesi expanded exponentially, gradually broadening its product range and reinforcing its nationwide sales network.
In 1970 Framesi branched into colorings, proposing "the Italian way to color", which soon conquered foreign markets, especially North America. The number of products grew to meet every type of hair's need and became increasingly specialized. The late Seventies saw the launch of Italian Style Framesi, an interdisciplinary group that studies the latest trends in social behavior and fashions and designs its prêt-à-porter hairstyle collections accordingly. The group revolutionized hairdressing salons by providing hairstylists with an instrument that allows them to suggest a look that is sure to respond to their customers' needs.
Every six months, cuts, colors and hairstyles are renewed. They are presented along with educational material designed to help salon managers train their staff, and thus multiply the number of services they can offer. After the Seventies, Framesi changed its image. With the advent of a new generation of entrepreneurs, Fabio and Roberta Franchina, and a young management team, prepared to tackle an increasingly competitive market. They set up Italian Style Energy, a creative team that designs and realizes the most daring hair fashions. At the same time, the company became a multinational, offering top-quality product ranges, salon services, fashion, furnishings, fittings and accessories. Since the very beginning, all this has been exclusively addressed to the professional channel.

MISSION

By choosing to focus solely on the professional channel, Framesi has allowed its clients to grow in a global perspective. With products that guarantee the quality of effective service while strictly observing hair structure.
Behind each Framesi speciality lie select and innovative raw materials and carefully balanced formulations. In addition, each product is part of a complete method, which ensures that both hair and scalp are restored to their natural balance following technical treatment.
With Italian Style Framesi and Italian Style Energy fashions, backed by increasingly in-depth research into the social behavior patterns that condition consumers' tastes, into Italian and international clothing fashions and into make-up.
Thanks to these analyses, hairdressers are equipped with a ready-to-use instrument, quick and easy updates and fashionable hairstyles that can be reproduced on every head, with plenty of room for customization. With all-round services that answer hairdressers' needs. Framesi has opted for a privileged personal relationship with its clients, applying flexibility criteria in every sphere. This is why those who choose Framesi, do so in the knowledge that they can count on a partner whose aim is to share success with every single salon.