THE CICCONE EFFECT: BUILDING BRANDS WITHIN BRANDS

By Frank Ciccone

In 1996, two 23-year-olds decided to take two big leaps in life. First, they got married. Then, just one month later, they bought a small suburban hair salon in Melbourne’s north-east called Macleod Hair Studio.

We were young, passionate, and maybe a little fearless,” . “It wasn’t just about cutting hair; it was about building something of our own.

A Bold Move

For three years, Helen and I poured ourselves into the salon, growing its reputation and client base. Eventually, the business outgrew its space, and we purchased a larger building just a few doors down. With the renovation came a pivotal decision: should we keep the well-known Macleod Hair Studio name, or start fresh with a rebrand? It was a huge risk. “If we changed the name, we knew we had to back it up with exceptional service and results,” Helen says. “It wasn’t just about a new sign; it was about creating a brand.” We chose to take the plunge. Hair by Ciccone was born, and with it, a renewed commitment to excellence.

From Salon to Institution

The gamble paid off. Over the next three decades, Hair by Ciccone grew into one of Melbourne’s most respected salons, winning multiple Best Business Awards, being inducted into the Northern Business Awards Hall of Fame, and eventually earning the industry’s top accolade: International Salon of the Year.

Helen and I also became go to stylists for celebrities, looking after names like Slash, the Geordie Shore cast, Shane Warne, INXS, Sia, Tim Cahill, and tennis stars Stan Wawrinka, Taylor Fritz, and Dominic Thiem. The experience taught us a valuable lesson , a business name can be more than just a name, it can be an identity. Once we realised Hair by Ciccone had real brand power, we saw opportunities to expand beyond the salon chair.

The First Spin-Off: Ciccone Cosmetics

In 2002, Helen launched Ciccone Cosmetics, knowing the family name would open doors. Stocked in Myer and hair and beauty salons nationwide, the range became a trusted brand for 18 years.

“The Ciccone name started travelling, it was on lips, literally, all over Australia,” Helen laughs. “We had makeup artists, hair stylists, and beauty lovers all embracing it.”

This was the first example of what would become a signature Ciccone move: building brands within brands.

SMASH IT to Success

Next came SMASH IT, a men’s styling paste designed to deliver professional performance. Thanks to the strength of the Hair by Ciccone brand, it launched with industry credibility and quickly gained traction.

Within a short time, SMASH IT was crowned Australian Men’s Styling Product of the Year. Barbers and stylists embraced it, and the product developed a loyal customer base both in Australia and overseas.

Once you’ve built trust in one area, people are willing to try what you create next, That’s the beauty of a strong brand foundation.

The PR Arm – VIP PR

But the Ciccone brand building didn’t stop at products. Helen and I also run VIP PR, a public relations company representing brands, musicians, and actors. Over the years, we’ve worked on everything from restaurant launches to music releases, red carpet events, and product publicity. Their PR work has included major campaigns for high profile clients and artists, giving them another platform to extend their brand influence. It’s all connected, and we’ve always believed in cross pollinating our businesses, what we do in PR helps our salon, and vice versa.

The Next Big Launch: Shake It Dry Shampoo

Now, Helen is preparing for her latest venture , Shake It Dry Shampoo. Backed by Heiniger this new hero Australian made dry shampoo mist is set for a nationwide rollout.

“This product is so innovative,” Helen says. “It’s light, refreshing, and effective , and just like everything we do, it carries the Ciccone stamp of quality.” Marketing for Shake It will feature the Ciccone name, reinforcing the idea of building brands within brands. Our name is our promise . People know when they see Ciccone, it’s going to be professional, high quality, and made with passion.

Adapting to a Fast-Changing World

Over the years, Helen and I have witnessed huge changes in the way businesses connect with customers. Social media has been the biggest game changer.

Connections happen instantly now . Your brand has to keep evolving to stay relevant. You can’t just rely on what worked five or ten years ago. From our early days running a single suburban salon to managing multiple brands, a PR agency, and award-winning products, we’ve practised the art of evolving while staying true to our core values.

A Legacy Built on Trust

Looking back, Helen and I credit our success to three things: relentless quality, genuine customer relationships, and the willingness to take risks. We’ve made bold moves , changing our name, launching new products, entering new industries . But every time, we’ve backed ourselves. That’s the key.

Today, the Ciccone name is more than a brand , it’s a legacy. And with Shake It on the horizon, it’s clear that this legacy is still growing.

Building brands within brands has allowed us to create opportunities we never imagined when we started, . It’s about having the courage to expand, adapt, and trust your own name. That’s what has kept us in the game for nearly 30 years.

@_frankciccone_ @hairbyciccone