NEW YORK — On the heels of restructuring for further growth, Kaplow Communications has added three new clients in its core beauty and lifestyle practices.

Ralph Lauren Fragrance is among Kaplow’s new business wins. The agency’s remit includes handling PR for scents under the brand umbrella including Ralph Lauren Collection fragrances, Woman by Ralph Lauren, Ralph Lauren Romance, Polo Blue and Polo Red.

Signet Jewelers, which has a number of retail brands, has also struck a partnership with Kaplow. One of the world’s largest diamond jewelry retailers, Signet hired the firm to handle PR for the bridal business conducted by three of its store chains — Kay Jewelers, Zales and Jared.

In addition, Kaplow has won Dermstore’s communications business. The 20-year-old ecommerce retailer, which focuses on skin care, serves more than a million customers.

The business wins are in line with Kaplow’s efforts over the last year or so to focus much of the agency’s efforts on growing three categories — beauty, lifestyle, and health and wellness.

That included making organizational changes such as Randi Liodice, Kaplow’s chief strategy officer, taking on the role of president, as which she oversees the growth and development of the agency’s three key categories. 

Kaplow also appointed three senior VPs to lead those practices: health & wellness head Bob Friedland; beauty head Claire Nilsson; and lifestyle head Jee Nah Chang Walker.

“Our new business wins reinforce our strategy to focus on three key business practices, including our core beauty business, which has been at the heart of this agency from the beginning.” said founder & CEO Liz Kaplow.

“Beauty and lifestyle are strong areas of growth, and we are committed to servicing clients of every size from established national brands to startups. We remain rooted in our mission to drive emotional connections that engage consumers, change conversations and make consumers fall in love with our clients’ brands.”