Accessing user controls on a master page

I have an ASPX page that uses a master page. On that master page is a user control that consists of a Label and a HyperLink. When the page loads, I want to set the Visible property of the Label and the HyperLink to False. I've tried the following:
CType(Page.Master.FindControl("lblCartItemCount"), Label)
but this is Nothing in Page_Load for this page (inside a test for Not Page.IsPostBack).
How can I access these controls inside the user control? Actually, I'd be happy to access the user control itself and set Visible to False for the whole user control.

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