Annick Goutal's Tenue de Soiree.

Annick Goutal is giving retailers a peek at its new look.

The fragrance company, in the midst of a brand overhaul that’s slated to hit the market in early 2018, is this week releasing a fragrance in line with the updated concept.

Tenue de Soirée, which translates to “Evening Dress,” is a glimpse into the future of the 36-year-old French fragrance brand, according to Thierry Maman, chief executive officer of the Amore Pacific-owned company. The classic, striated perfume bottles that each have a ribbon hanging from the neck and a gold bow famously printed on the label are being replaced by something a bit more “fun, quirky and young.” A purple ombré bottle has a minimal white label, oversize purple synthetic fur pom-pom attached to the neck (a nod to vintage powder puffs) and a charm engraved with the brand’s initials hanging from it. The eau de parfum is a floral chypre, but Maman was mum on the ingredients beyond iris, the main accord.

The scent is a “bridge between the traditional Annick Goutal and the next Annick Goutal, Maman explained, pointing out that this fragrance is actually more representative of Goutal than anything the brand has done to date. He likened it to a “wink” thats full of humor and outside the “usual bottle code.”

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“There’s more creativty, more humor in it. She liked to play, she was quite a character…[and] we’re actually back to that,” Maman said of Goutal, who passed away in 1999.

A 100-ml. bottle of Tenue de Soirée retails for $190, about 5 percent more than existing fragrances, and will be sold at the brand’s 12 freestanding doors, its e-commerce site us.annickgoutal.com, Saks Fifth Avenue and Bergdorf Goodman. It’s also the first time that the brand will offer a 30-ml. size for $80, Maman added, noting that a more accessible entry price point could attract a younger consumer.

“The idea is really to do a complete brand rejuvenation. We are changing basically everything, including the name,” said Maman, who joined Annick Goutal last year after leaving his post as global president of Parfums Givenchy. He was unable to reveal what the brand’s new name will be, but said that bottles, packaging, store design and logos will be different come 2018.

The Paris-based Maman will be visiting key retailers across the U.S. through the end of the year to introduce the new Annick Goutal. The brand operates 12 freestanding stores, two of them in New York, and has 500 points of global distribution.

Also a key part of the refresh will be a consolidation of the portfolio’s 45 fragrances.

Maman admitted that the house has “too many scents,” and said offerings will be reduced to 20 to 25 fragrances. Once Maman’s “edits the range,” the idea is to “animate the brand” with one launch per year, which could include the rejuvenation of an existing scent, too.

“We’re not in a race to launch new fragrances. It’s not our positioning. We want to focus on our bestsellers [too]. Going forward, any new scents will be in line with the new identity,” he said.