In reality they used poor-quality wigs to mask bald spots.

Hair Science International has been ordered to pay a fine of $100,000 after Consumer Affairs Victoria exposed a raft of false claims made by the company.

The Melbourne business claimed to have regrown the hair of Hawthorn footballers Brent Guerra and David Hale, featuring images of the players on their website along with declarations of “approved guaranteed results”.

The players could not be reached for comment.

Consumer Affairs Victoria took the company, along with former company director Steve Sindiris and self-purported “senior hair loss specialist” Joseph Zwaigoft, to the Melbourne Magistrates Court, after receiving complaints from several unhappy customers.

The pair was ordered to stop making claims they could cure baldness in six or seven weeks by growing cloned hair onto skin in a laboratory.

Clients were told the company used technology similar to that used on burns victims, said Consumer Affairs' counsel Blair Ussher.

“The reality is they received a cheap Chinese wig one a rubber backing that was glued to their head,” Mr Ussher said.

Handyman David Aygur said he visited Mr Sindirus at the Hair Science International's St Kilda Road salon during 2011, paying $3500 for almost a year of treatments he said only worsened his balding.

Mr Aygur received regular laser therapy and was given tablets to take and foul-smelling serum to rub on his head. The 36-year-old said he stopped taking the tablets after they upset his stomach and was embarrassed at work because of the smell the serum left in his hair, which persisted even after he had showered.

After about 11-months the Kealba resident stopped making appointments. He said when he tried to call Mr Sindirus he was told he was busy. The matter is now before VCAT.

Mr Sindirus is no longer listed as a director of Hair Science International, but the business continues to trade under a different name.

Since the complaints to Consumer Affairs a new outfit called Hair Company Institute Property Limited has sprung up using the same St Kilda Road address and telephone number.

A receptionist who answered the 1300-number today said neither Mr Sindirus nor Mr Zwaigoft were available to talk.