First and Last PR adds fractional CCO services for beauty brands

First and Last PR launched Fractional Chief Communications Officer services and a three-month founder cohort for beauty and wellness brands on July 29, 2026. The move targets legacy brands that need sharper messaging and flexible senior communications leadership as agencies face AI-driven disruption and clients demand more customized support.

Why it matters: - Beauty and wellness brands are under pressure to refresh messaging without losing the equity they have already built. - First and Last PR is trying to fill that gap with senior communications leadership that can plug into internal teams or run alongside full-service PR execution. - The launch also reflects a broader shift toward boutique, flexible agency models as large networks face restructuring and AI changes.

What happened: - First and Last PR announced Fractional Chief Communications Officer services and Office Hours, a private three-month founder cohort, on July 29, 2026. - The agency says both offerings complement its full-service PR practice. - Office Hours launches August 21, 2026, and will bring together 4 beauty and wellness founders and CMOs for 12 weeks of virtual monthly strategy sessions. - Cohort membership selection closes August 2, 2026.

The details: - Fractional CCO services are designed for brands that need executive-level communications strategy without hiring a full-time leader. - The service model includes three options: fractional leadership only, fractional leadership plus full-service PR execution, or strategic direction for internal teams. - The agency says the work can cover media relations, launches, vendor oversight, and communications roadmaps. - First and Last PR says the fractional offering fits four core scenarios: narrative reset, scale-up sprint, embedded director leadership, and crisis and transition counsel. - Narrative reset focuses on reworking messaging for established or high-growth brands approaching market entries, retail expansion, or capital raises. - Scale-up sprint is aimed at retail partnerships, fundraising rounds, global relaunches, and high-profile product launches. - Embedded director leadership is meant to oversee and audit external PR agencies, social media teams, and internal communications functions. - Crisis and transition counsel is intended for reorganizations, leadership changes, and reputational situations. - The Office Hours program is described as hands-on strategy support, not a networking event or masterclass. - Applications and information are available at the Office Hours page. - First and Last PR is an award-winning boutique agency headquartered in the New York metropolitan area and founded in 2012. - The firm serves high-growth beauty, wellness, and lifestyle brands nationally and works with multinational portfolio companies, founder-led brands, and organizations seeking fractional executive services. - First and Last PR is certified as a Women's Business Enterprise and an NMSDC Supplier. - Stephanie Scott-Bradshaw is founder and CEO of First and Last PR.

Between the lines: - Scott-Bradshaw is positioning fractional communications leadership as a response to brands that have strong heritage but weak narrative relevance with current customers. - The company is also betting that brands want senior guidance without the overhead of a large agency model. - The broader pitch is that AI and consolidation are making deep communications expertise more valuable, not less. - First and Last PR also frames the cohort as a business-development tool that can create longer-term client relationships.

What's next: - First and Last PR will open Office Hours enrollment for the August 21 start date. - The agency will likely use the cohort to introduce founders and CMOs to its fractional CCO and PR services. - The company says the new offerings are meant to support brands through growth, transition, and crisis situations.

The bottom line: - First and Last PR is expanding from boutique PR into fractional communications leadership, aiming to serve beauty and wellness brands that want executive-level strategy with more flexibility than a traditional agency retainer.