Archetypes, Inc. Appoints Former Coty CEO Bernd Beetz to Board of Directors

NEW YORK -- (BUSINESS WIRE) -- Archetypes, Inc. announces the appointment of former CEO of Coty Inc. and beauty industry leader, Bernd Beetz, to its Board of Directors.

“Bernd is an iconic brand builder who brings invaluable expertise, acumen and relationships to the Board,” notes Cristina Carlino, Founder and Executive Chair of Archetypes, Inc. “It is both an honor and delight to have him on our team.”

Notes Michael Mendenhall, Archetypes, Inc. CEO and Co-Founder, “At this early, dynamic point in our company, Bernd’s experience, perspective and influence will add tremendously to our growth plans.”

Mr. Beetz said, “I am excited to be involved with such an innovative company, where content, lifestyle, and community truly come together in a personalized way. I’ve seen my fair share of great brands and I believe in Archetypes, Inc.’s potential.”

In addition to Ms. Carlino and Mr. Mendenhall, Mr. Beetz joins a Board of Directors that includes three other members: Andy Spellman, Stephen Gaustad, and Hamilton South.

Under Mr. Beetz’s leadership as CEO of Coty Inc. from 2001, Coty grew into an emerging global leader in beauty.

Prior to his time at Coty, Mr. Beetz has maintained a strong record of success in the beauty industry at world-class brands. Mr. Beetz served as President and CEO of LVMH-owned Parfums Christian Dior France for more than two years, re-launching the business with major success. Before Dior, Mr. Beetz had a 20-year tenure at The Procter & Gamble Company, and during his last position, he served as President on the European health and beauty categories.

Mr. Beetz serves on the Board of Coty Inc. as a non-executive director. Mr. Beetz is also the Director of the New York Division of March of Dimes Birth Defects Foundation. He was formerly on the Board at Maidenform Brands, Inc.

About Archetypes, Inc.

Archetypes, Inc. is a personal lifestyle company that better equips people to answer the questions, “Who am I?” and “What’s relevant to me?” The company is founded on the philosophy of archetypes, made relevant for today’s culture and time. Archetypes, Inc. is home to the online portal, ArchetypeMe.com.