Evian is giving itself a facelift to keep up with its sleek, young competitors on store shelves.

The water, which is owned by French food and beverage company Danone, is unveiling a new bottle for the first time in 14 years as it looks to reinvigorate its image and win back business in the premium water category.

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Instead of the contoured bottle that has long defined the brand, the new look has cleaner lines, reminiscent of the cylinder-like shape of the Smartwater bottle.

Evian's makeover comes at a critical time, given the brand's languishing sales in an industry where looks play such a big role. Its share of the bottled water market has fallen over the past decade as competitors have gained ground.