Company Overview - Laurie Ann Goldman, former CEO of Spanx, Avon, and Tupperware, is now the CEO of Audien Hearing, which has over 1.5 million customers using its over-the-counter (OTC) hearing aids [1] - Audien Hearing aims to scale its brand and compete in a crowded market of OTC hearing aids, which became more accessible after the FDA established a new category in October 2022 [2] Market Context - There are 1.5 billion people globally experiencing hearing loss, and Audien seeks to destigmatize hearing aids by promoting their wellness benefits [2] - The FDA's new category allows consumers to purchase hearing aids without an audiologist, increasing the variety and quality of available products, including devices like Apple AirPods [2] Competitive Strategy - Audien competes on price, offering hearing aids starting at $98, and emphasizes proprietary technology and a unique hearing-specialist support program [3] - The founders of Audien, inspired by personal experiences with hearing loss in their families, have developed a breakthrough approach combining engineering and real-world testing [4] Marketing Approach - Goldman draws parallels between her experience at Spanx and Audien, focusing on breaking down the stigma associated with hearing aids through creative marketing [5] - The company aims to create a positive perception of hearing aids, similar to how Spanx transformed the market for shapewear [5]