Being french myself, I can just tell this..."euro kiss", is used in france by male toward female usually, but on some occasions we kiss this way male-to-male on celebrations like birthdays or Christmas...In particular when people are familiar and are acquaintances.
Otherwise, male french usualy shake hands. By the way, this kiss has no particular naming besides the fact itself : "embrasser sur les joues" or more usualy "faire la bise".
