Hearing Aids Just Got Cool and Sexy

What do baby boomers have in common with the babe and hunk in these pictures? Not too much; don't get your hopes up.

These bare beauties are going to sell boomers the hearing aids we need, or will need very soon. Wait. Not hearing aids... PCA's - Personal Communication Aids.

Boomers totally accept being four-eyed. Glasses are fashionable; moreover , they suggest intelligence, wisdom, and possibly flair. When it comes to hearing aids, however, boomers will disguise their hearing losses more often than any other disabling or deteriorating condition. Hearing aids make them feel "old," "weak", and "frail" - everything that boomers refuse to be. Heck, my senior-age parents won't even wear hearing aids.

But yesterday's gone.... And my rocked-out ears say thank you.

The new ear pieces are not "hearing aids." They are PCA's, "personal communication aids." And the PCA is the "ultimate high-tech accessory."

The Aura of Audéo

The Aura of Audéo

Like the proverbial fine watch, the newest aids come from Switzerland, where the Phonak Group has combined the latest in sound technology with style, grace, and elegant design. The aids are tiny, weighing less than an ounce and measure just fractions of an inch. You can choose your color and even change it later on.

Phonak PCA's, which range in price from about $1500 to $3,500, also promise to enhance the quality of sound, not just the volume. Older hearing aids let off excruciatingly loud high pitched squeals due to audio feedback. That problem's been solved by physically separating the aid's microphone from its speaker. (This may seem obvious to most, but it's not easy to accomplish in a device that's so small.)

The Phonak designs also amplify the high-pitched sounds, like consonants and rustling paper, that are more difficult to hear -- facilitating conversation and enjoyment of the sounds of nature. The PCA's also promise to deliver more clarity, even in situations where there is considerable background noise, like concerts or conferences.

Phonak PCA"S

Phonak PCA"S

Phonak's marketing is right on. When you visit Phonak's websites, you feel like you're buying a Lexus, not a watch or a hearing aid. The models have names like Audéo, Salia, Una, and Valea... The Audéo comes in 15 two-toned color combinations with names like Antique Mahogany, Solar Flare, Lunar Eclipse, and Pinot Noir. Don't you want to take one for a spin?

Keeping you posted!

Related blogs: Phone Deaf? Hear Now, Loud AND Clear!
A Multi-Functional Hearing Aid That Makes People Really Happy!

Some of the sites we link to are affiliates. We may earn a small commission if you use our links.
Aug 13, 2007
by Going Like Sixty (not verified)

Hearing aids

This ad makes me laugh. The models look like they really don't give a crap what anybody says to them.

Biggest cause of hearing aids? To much phone sex.

Aug 13, 2007
by Steve (not verified)

great article

Nice article, loved the comment about "it's like buying a lexus".

If Phonak's new marketing stance can make hearing aids a bit 'cooler' then it's a very good thing - hopefully remove some of the stigma that's still associated with them.

Aug 13, 2007
by Rhea (not verified)

I like this

My hearing is fine. But these ads make me feel a whole lot better about hearing aids--er, personal communication aids.

Aug 13, 2007
by ka6_jeram (not verified)

The so-called PCAs are so

The so-called PCAs are so elegant, rather than the old ugly one.

Aug 13, 2007
by AmericanCynic

Serves them right

I look at these "cool people" in the pics and I know exactly why they'd need hearing aids. Too much loud rock, punk and heavy metal. You brought it on yourselves, Mr. and Ms. "I'm too cool to turn it down." I'm even happier that the idiots with the boom cars and the mp3 headphones you can hear from 30 feet away will be needing "personal communication aids" by the time they're 40.

Aug 13, 2007
by Anonymous (not verified)

"Serves them right"????

You are actually glad that people suffer hearing loss because they MIGHT have played loud music?   How disturbing--and judgmental.


Aug 13, 2007
by Cindy (not verified)


A little twist on the Buick commercial: 

Not your grandmother's hearing aids (or even mine!), that's for sure!


Aug 14, 2007
by Chris (not verified)

What some don't realize

Fact 1: 10% of all Americans have some sort of hearing loss - approximately 28 million. Most of these cases are related to diseases of the ear and work related noise exposure.

Fact 2: Less than 2% of these heaing loss suffers purchase hearing aids that could help in everyday communication. Most people that have a hearing loss don't purchase hearing aids because of the "stigma" of being seen as deaf and dumb.

As a result of having a hearing loss through a birth defect, I decided to purchase two digital hearing aids from Phonak two years ago in a electric blue color (why hide them?). Now, I can't wait to get some of the new cooler ones! Bye bye ugly aids!

Aug 16, 2007
by Anonymous (not verified)

I really am surprised that

I really am surprised that people think this is a good campaign. If you didn't know Phonak was a hearing aid manufacturer, you wouldn't know that this ad was even for hearing aids. They make it seem like it's just a bluetooth device. Maybe this is their purpose, but I would think it would lead to a lot of calls and visits to their website that wouldn't turn into sales.

Oct 15, 2007
by Anonymous (not verified)

Actually, I am only 31 and

Actually, I am only 31 and will need the PCA for both ears (genetics). After visiting the Phonak website, I liked the Audeo's sleek design and hip/trendy feel to it. The campaign is for people who already know or need PCA's. I think it's brilliant and will be getting mine next week!

Aug 11, 2008
by Anonymous

Serves them right

That's interesting that you think you can tell by looking at their pictures that they have a hearing loss from listening to their music! If I had shown you a picture of me in my early 30's, would you have been able to tell that I acquired my hearing loss simply from a audiological gene that I inherited from my dad? As a Hearing Loss Resource Specialist in the great state of Texas (one of the few states who even have such a program), it breaks my heart every time I see (or feel my car shaking from it!) an "idiot with boom cars and mp3 headphones that I can hear from 30 feet away." I just look at it as job security and wish that I could educate everybody about the dangers of noise-induced hearing loss. Hearing loss is rapidly approaching epidemic proportions with an estimated 55 million people having some degree of hearing loss in one or more ears. It's an invisible disability (and the number one disability in the world), that can have devastating effects on the person who has it!

Aug 12, 2008
by Anonymous

That's RIGHT

yes...the person who says "serves them right" might want to remember a little saying that goes "what goes around comes around" so careful what you say! Karma is an interesting thing! And thank you *winks* from comment above, I also inherited genetic issues with my hearing/ears and have several problems resulting in my hearing loss...and people should know that there are many causes to hearing loss and to keep an open mind. numbers show now it's about 1 in every 9, that means, think of 1 for every 9 of your friends or coworkers...someone's hiding it too - I should know...I did it for most my life. So to the one who says "serves them right" think again...and remember you never know if you could be walking in those shoes one day of those you judge. Something to consider and gain perspective if anything!

Nov 4, 2008
by Anonymous

Look Into AccuTone's New Stuff

AccuToneUSA is a company based in Lima Peru. They are a group of American Hearing Aid Manufactures that donate to the Poor.

I bought a set for $1,200- 32 Channes !!!!!!!!!!!!!!!!!1

I paid over $3000 for just ONE hearing aid Last year and I am more happy with the new soud I have from AccuToneUSA.

I Called their Florida Phone Numebr, they asked me to ship my ear impressions to Peru, and I got my finished products back in about 20 days.!!!

COD, so I had nothing to pay up front.


Take a look!