Daisy Signs a Forty-Year Lease

If there is a bottle with white rubber daisies on the cap somewhere in your house, this story is about it. Coty, the company that has made Marc Jacobs fragrances since 2003, announced on November 4 that it has extended its license with the fashion brand, and the headline on its announcement puts the new term at forty years. That is an unusually long handshake in an industry where licenses are often signed for ten or fifteen years and then renegotiated with a great deal of nervous sweating on both sides. Most fashion houses do not make their own perfume. They rent their name to a beauty company, which develops…