The contract - which will run for at least a year - was won at the end of last month after a five-month pitch process.
The CW remit was previously held for seven years by Riverhouse Creative Consultants, which did not repitch.
Luchford director Sasha McGeoch heads the account team, reporting to CW comms manager Narelle Craig.
McGeoch said the agency aims to make the CW brand more 'cutting-edge'.
She added that celebrity associations would be central to the PR strategy, but would not disclose which celebs would be targeted.
In addition to promotional and press work surrounding the company's figurehead Worthington, his nine CW product lines and five UK salons and spas, Luchford will handle UK media relations surrounding the opening of a salon in New York in November.