New News

framesi® Launches First-of-its Kind
Highlighting Technology

New highlighting product
Provides 2 levels of lift on Tone… In 5 minutes!

LEETSDALE, PA. – The leaders in providing cutting-edge highlighting and color solutions, framesi®, announces the launch of a first-of-its kind highlighting product. The new generation liquid lightener fills an unmet need in the haircare industry; the ability to provide quality highlights during styling in just five minutes, start to finish, on tone, without any processing time.

Decolor B SHIMMER is the first product to lighten hair color up to 2 levels and provide add-on beauty with dimension and shine. The product provides an opportunity for stylist to offer customers a new menu item for highlights during styling without sacrificing time and personalizing their customers’ look. SHIMMER in five minutes is the salon’s 5 Minute Money Maker.

The permanent, odorless lightening service provides the same conditioning shine that framesi® is known for, while protecting the integrity of the hair. SHIMMER can be used on 100% of clients who have color treated or natural hair, estimated to be no less than 70% of all clients sitting in your chair.

The innovative hair technology, which is flat iron-activated provides up to 2 levels of lift on tone, adding instant dimension and the appearance of the overall color being brighter without appearing brassy. Its unique combination of panthenol and powerful cationic conditioning agents create a thermal protective shield.

“At framesi®, we believe that the hairdresser is the authority on recommending solutions to their clients,” stated Dennis Katawczik, CEO of framesi® North America. “As a leader in providing color solutions, we are dedicated to providing industry leading innovations that increase customer satisfaction and profit. Decolor B SHIMMER is a revolutionary opportunity to provide a fast, turn-key service that will yield great results and customer satisfaction.”

Haircare Solutions Customized for Stylist

Designed with the needs of the stylist in mind, the unique pyramid packaging contains all of the products needed to complete the service without extra mixing or set-up time, including the unique applicator, one SHIMMER Bottle, directions, sell sheet and mirror cling.

“framesi®’s latest example of producing cutting edge coloring and lightening products, DECOLOR B SHIMMER will give stylists a trusted new option for add-on beauty with a product that does what it says it will do,” stated Maria Pittavino, Chief Product Development Manager. Because of our commitment to providing quality products, DECOLOR B SHIMMER was carefully formulated in the framesi® lab in Milan, Italy and is backed by a rigorous product quality and product testing process.” We have also put the product to the test with our Education and Design group and based on their feedback, SHIMMER will be well received.”

“I’m almost finished styling and then I ask for five extra minutes. Why? My clients want a “sparkle”, one with added intensity & dimension. Now, I can deliver this with SHIMMER. It’s simply amazing! The results speak for themselves. I SHIMMER daily….you will too…catch the SHIMMER wave today,” exclaimed, Tina Brown, Salon Owner from TLoren Salon, IL.

Learn more at and #shimmermania

Editor’s note:

framesi® has several expert sources available to interview.

  • Maria Pittavino, Chief Product Development Manager, Chemist and Licensed Hair Technician is available to talk about how the product works and offer application tips as well as speak about framesi®’s product development process.
  • Dennis Katawczik, CEO of framesi® North America is available to talk about how stylist can leverage new products to increase their productivity and bottom line.


framesi® is dedicated to you, the professional. Our products have always been professional only and are sold exclusively to licensed hairdressers. framesi® never sells its products to retail chains or discount beauty outlets. So when you use framesi®, you know you are giving your clients the best that only you can give.