The campaign launched this week and targets 152 salons around the airline’s 10 UK departure points, such as Birmingham, Newcastle and London, in a bid to show the ease of using the airline to travel to Paris.
It features "Wish you were here?"-type postcards, which customers can use to enter a competition to win a "stylish" weekend in Paris, with a VIP salon appointment.
Toni & Guy reward card holders will also be able to book discounted flights with the carrier online as part of the promotion.
Verane Brissaud, marketing communications manager at Air France KLM in the UK and Ireland, said: "Air France wanted to reaffirm our position as the most stylish and convenient way to travel, and encourage consumers to rediscover the brand and product.
"We are expanding our marketing activity to encompass a premium tie-up with the UK’s most powerful hairdressing brand. Toni & Guy salons provide us with access to more than 500,000 style-conscious ABC1 females – a primary target audience for Air France."
This article was first published on marketingmagazine.co.uk