A leading Travel Retail promotion agency
Travel Retail
for luxury brands

The agency is founded by Lucile Boiron. Her first customers are Rothmans Tobacco and L’Oréal. The Travel Retail industry was just starting to take shape at this time. It was still known as Duty Free.

LBL services are rolled out in the Lyon, Nice and Marseille airports.

With the “Chanel en bateau” (Chanel at sea) operation, LBL implements a sales promotion on a Brittany ferry for Chanel for the first time.

Opening of Spirits Promotions Departments

LBL is a family venture : Romain Boiron, Lucile Boiron's son, joins the company as Managing Director.

The agency sets up its new head office in the heart of Paris, in the 5th arrondissement.

The Experts Division is launched. In addition to its sales promoters, LBL Travel Retail begins to recruit and train brand ambassadors (Beauty Consultants, or BCs) for its clients.

Creation of LBL Italia, the agency's Italian subsidiary in Rome, Milan and Venice. The agency's business in Italy spreads to Palermo, Naples and Bergamo.

Launch of the LBL Institute, the agency's in-house training center. It ensures excellency for all sales staff by providing various continuous training sessions on topics like sales, Travel Retail, skincare, makeup and luxury goods.

Retailtainment / Events Division is launched. The agency expands its horizons and begins supporting its clients in implementing new and innovative promotions with very specific talent profiles such as barbers, bartenders, chefs, etc.

LBL España opens its doors. The agency continues to replicate its unanimously recognized model and work process for the Travel Retail sector in new markets and countries.