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 and blade production remained in Brooklyn. By 1921, it had produced 1,800,000 safety razors; 110,000,000 razor blades; 1,000,000 shaving brushes; 2,000,000 cakes of shaving soap. By 1942, it had introduced and popularized the phrase "five o'clock shadow". In 1953, it acquired the Pal, Treet and Personna brands after purchasing the Pal Blade Company. These two product names continue to be made today. In 1954 the factory relocated to Staunton, Virginia, after the Brooklyn City Planning Commission's planned civic center encroached on the factory with plans to redevelop the industrial area into office and residential use. The American Safety Razor factory