Fromm has unveiled the first part of its full brand restage with its new collection of professional shears, Shear Artistry. The new collection introduces 18 shears categorized into six families: Venture, Explore, Transform, Invent, Dare and Defy. The collection is designed to feature shears at a variety of price points in order to make Shear Artistry accessible to all stylists' budgets.
The shears offer ergonomic designs with a signature finger-ring shape, and they are available in brushed silver, gunmetal, matte black and soft gold finishes.
“We’ve been testing and refining our new shears with stylists and are thrilled to get them in their hands," says Fromm Brand Manager Amanda Saintil. "We look forward to surprising stylists with a new level of attention to detail and heightened design.”
In addition to redesigning the shears, Fromm also created new packaging with a functional shopper-friendly feature chart that helps stylists differentiate between each shear family. The chart helps artists determine which shear is right for their needs.