Straight razor King C. Gillette: a double-edged safety razor with replaceable blades. These new safety razors did not require any serious tutelage to use. The blades were extremely hard to sharpen, and were meant to be thrown away after one use, and rusted quickly if not discarded. They also required a smaller initial investment, although they cost more over time. Despite its long-term advantages, the straight razor lost significant market share. As shaving became less intimidating and men began to shave themselves more, the demand for barbers providing straight razor shaves decreased. Since 2012, production of straight razors has increased multifold. Straight
American Safety Razor Company building at 333 Jay Street then became the new campus for the Polytechnic Institute of Brooklyn. Seeking diversification Philip Morris acquires American Safety Razor in 1960. In 1963 American Safety Razor is the first maker of stainless steel blades, which were sold under the Personna brand name. In 1968, Philip Morris, purchased the Burma-Vita Company, makers of Burma-Shave. In 1970, the first blade made with tungsten steel was introduced, the Personna 74. In 1974 American Line Brand of industrial products was introduced, expanding the company into industrial blades. In 1977, executives purchased Personna American Safety Razor Company from Philip Morris