Demoralize: when does the retry penalty come into play?

[Elric VIII]

I'm wondering what exactly counts as a retry. Obviously, failing to demoralize and trying again is a retry, but what about extending the duration on an already demoralized opponent? Or demoralizing someone you had successfully demoralized, but it wore off during the combat?

Would using disheartening display (http://www.d20pfsrd.com/feats/combat-feats/disheartening-display-combat) following a dazzling display (http://www.d20pfsrd.com/feats/combat-feats/dazzling-display-combat) require a DC of 5 higher?

Does the the second part of soulless gaze (http://www.d20pfsrd.com/feats/damnation-feats/soulless-gaze-damnation) change this when using multiple successful demoralize actions?

[Andreaz]

Retry comes after a failure. If you shook up someone successfully in combat, then do it again, it works from base difficulty.

[Elric VIII]

Retry comes after a failure. If you shook up someone successfully in combat, then do it again, it works from base difficulty.

This is my general assumption based on the language. Thank you.