The traditional way of marketing this product was to have a sexy appeal and DSC took a different tack and, in a way, made fun of the razor market. DSC published a video on YouTube for the first time which obtained over twenty million views, raising awareness of its product and attracting the attention of the mass media. This really got their business going because it was something different that people had never seen before. DSC has made it more convenient for the customer as the razors dull quickly but it is expensive to buy replaceable razors. Other razor companies are looking to add new features for their products to stand out as DSC makes it cheap and easy for customers to operate their business