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framesi North America
Tim Murphy, Digital Advertising Coordinator
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tmurphy@framesi-na.com
Framesi’s Next Hair Innovation Wins Best Hair Product. Innovation, Education, and the Future of Hair at Cosmoprof Worldwide Bologna 2026
FOR IMMEDIATE RELEASE
[BOLOGNA, ITALY] At Cosmoprof Worldwide Bologna 2026, framesi brought innovation to life welcoming global attendees into a booth designed as a fully immersive, sensory experience. The event took place March 26 – 29 at the BolognaFiere Exhibition Centre in Bologna, Italy. From the Lab Area, where guests explored the science behind our most advanced formulas, to live demonstrations and hands-on product discovery, the exhibition showcased the perfect balance of research, artistry, and real-world application.
At the center of it all was a breakthrough launch: the Morphosis Restructure Hair Leave-In Molecular Booster. This next-generation, no-rinse anti-breakage serum powered by plant-based biomimetic peptides strengthens and regenerates hair from root to tip, setting a new standard for resilience and vitality. The innovation was recognized on the global stage, winning best Hair Product in the Cosmoprof Awards 2026, and featured prominently in booth activations, including a highly engaged giveaway moment.
Beyond the product spotlight, the framesi space offered a true hospitality experience, complete with a curated refreshment bar and opportunities to connect with our international creative team, models, and special guests, including Miss Framesi 2025 from the Miss Italia competition. Leadership from across the brand was also in attendance, including Worldwide President and CEO Fabio Franchina and North America’s Senior Vice President of Brand & Strategy, Zoe Work, reinforcing framesi’s global vision and local commitment.
On stage, framesi played a key role in shaping industry dialogue. Mr. Franchina joined leaders across the supply chain for a CosmoTalks panel on sustainability, exploring how innovation, data, and strategic action must evolve to meet the beauty industry’s growing environmental challenges. The conversation underscored a clear takeaway: sustainability is no longer optional – it’s central to future growth, resilience, and relevance.
Education remained a cornerstone of framesi’s presence. Through Cosmoprof Worldwide Bologna’s On Hair program, our global artists delivered a high-impact look-and-learn session: Icons from the Hair Trend Collection 2026. Led by Italian Style Artistic Director Sabrina Arvizzigno, Energy Style Artistic Director Daniele Pavarani, and Framesi Global Technical Director Armando Petracci, the session broke down two trend-forward looks from the 2026 iS The Hair Trend Collection using the Italian cutting method, equipping stylists with both creative inspiration and practical techniques to elevate services and increase salon value.
From breakthrough product innovation to meaningful education and industry leadership, framesi’s presence in Bologna reflected a brand continuously investing in the future of professional beauty. And as always, those advancements are designed to support you, bringing elevated services, premium results, and new opportunities into the salon.
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