The campaign – which has previously matched wines with outfits and first dates as well as the more common food pairings – expects to reach more than 1 million consumers through the partnership.
It will appear in the Toni & Guy magazine, website and social media pages, along with samplings and events taking part in the salons across the UK.
It has divided haircuts into four categories – Glamorous & Chic, Fun-loving & Quirky, Cool & Laid Back, Natural & Authentic – and listed French wines that accompany each style.
Gerard Basset MW, the UK brand ambassador of the French Wines with Style campaign, said: “By presenting the wines in four style groups we are helping and encouraging our audience to discover and enjoy different French wine styles.”
Toni & Guy global creative director Sacha Mascolo-Tarbuck added: “By creating in-salon events, sampling opportunities and exclusive competitions we have created a multi-dimensional platform that demonstrates in a fun, stylish and informative way the wonderful variety that French wines can offer.”