It’s been half a century since a cigarette company launched a campaign aimed at women with the slogan, “You’ve come a long way, baby!” Today, companies are still looking for an edge by making products targeting the female half of the population.

One of the latest examples is EVA from iHEAR. Taking advantage of digital sound procession technology as well as the recent relaxed enforcement of the hearing aid regulations, iHEAR is pursuing a direct sales strategies aimed at women. The EVA is smaller than a typical behind-the-ear hearing device, and it comes with a stylish logo on the case. The device is programmable, and is designed so that you can buy and configure the EVA on your own. You can purchase the iHEAR hearing test, or you can provide your own audiogram and the company can program them for you.

The result is that these devices cost much less than other digital hearing aids. Instead of thousands of dollars, the EVA costs $349, or $299 apiece if you purchase two. Assuming that these devices perform as claimed, they could mark the beginning of a major change in the augmented hearing device market.