PARIS — Shiseido Co. has merged its Shiseido Europe and Shiseido France subsidiaries.

The Japanese beauty giant said the move, which came into effect Wednesday, is part of its three-year structural reform plan.

“Through the merger, Shiseido is seeking to strengthen marketing functions and infrastructure, boost Shiseido brand presence in the European market and improve profitability,” the company stated. “The company aims to share expertise and improve execution by integrating overlapping functions at both companies. The merger will be particularly beneficial in terms of marketing by enabling Shiseido to plan and execute a unified...