Qoo10 Collaborates with High School Student Team "QBrusher" from Mynavi Career Koshien on Project Exploring the Gender Gap in First Impressions Among Gen Z

Qoo10, an online shopping mall operated by eBay Japan LLC (headquartered in Minato-ku, Tokyo; CEO: Gu Jahyun), announces the launch of a special feature page themed "Men's Grooming" on its official website during Qoo10's Mega Sale event in July. This initiative was inspired by the project idea "Men's Grooming" proposed by the high school student team "QBrusher" (from Shizuoka Prefectural Izu High School and Shizuoka Prefectural Shizuoka Higashi High School), who participated in the 12th Mynavi Career Koshien.

To support this project, the student team "QBrusher" conducted an awareness survey titled "Perceptions of Men's Grooming and Cleanliness" targeting 302 Gen Z males and females. The survey revealed a perception gap between what men believe matters and what women actually prioritize.

Men's Grooming Special Page URL: https://www.qoo10.jp/gmkt.inc/Mobile/Special/Special.aspx?sid=364059

This collaborative initiative was made possible through Qoo10's sponsorship of the 12th Mynavi Career Koshien, where the student team "QBrusher" presented a proposal titled "Strategies for Attracting Male Users Through Men's Grooming." Their proposal stood out for its authentic Gen Z perspective, deep understanding of male beauty, and insight into the psychological barriers men face when starting self-improvement. As a result, "QBrusher" was selected as one of the six teams advancing to the semifinals.

For this project, Qoo10 focused specifically on the "Men's Grooming" concept proposed by "QBrusher." The two students from "QBrusher" led the survey and opinion gathering among Gen Z peers. Based on the findings, Qoo10 and "QBrusher" jointly refined the concept, culminating in the launch of this special feature page.

As part of its corporate social contribution efforts, eBay Japan LLC promotes industry-academia collaboration. Previous initiatives include hosting specialized seminars such as the "Mega Seminar" at vocational schools, aiming to bridge industry and education. This collaboration with the high school team "QBrusher" is another example of such efforts, representing a new initiative to transform student business proposals into real-world corporate strategies.

In recent years, the men's cosmetics and skincare market has expanded significantly, and men's makeup is no longer considered unusual. Men's skincare has become a regular feature in fashion magazines and online media. However, many still say, "I don't know where to start." Qoo10 aims to promote "accessible men's grooming" to help more people take that first step.

Survey highlights are as follows:

Key Findings from the "Perceptions of Men's Grooming and Cleanliness" Survey Among 302 Gen Z Respondents

When thinking about "cleanliness" in men, men associate it most with "skin" (30.6%), while women associate it most with "hair" (37.4%).

For first impressions of men, men consider "skin cleanliness" most important (27.6%), while women prioritize "hair cleanliness" (38.3%).

The top factor that creates a poor impression for both genders is "body odor or bad breath" (men: 46.9%, women: 40.9%).

The top area men should improve first: men selected "skin" (27.6%), while women selected "hair" (27.0%).

[Topic 1] Men think of "skin," women think of "hair" when asked about "cleanliness" in men

When asked what comes to mind regarding "cleanliness" in men, male respondents most frequently mentioned "skin" (30.6%), while female respondents chose "hair" (37.4%). This indicates a clear gap in perception: men themselves prioritize skin care as the top factor for cleanliness, whereas women pay more attention to hair first.

[Topic 2] For first impressions, men focus on "skin cleanliness," women on "hair cleanliness"

When asked about the most important factor in a man's first impression, 38.3% of female respondents selected "hair cleanliness (oiliness, dandruff, neatness)." In contrast, the top response from male respondents was "skin cleanliness (acne, shine, etc.)" (27.6%). Similar to Topic 1, this shows a perception gap: men prioritize skin, while women place greater emphasis on hair cleanliness when forming first impressions.

[Topic 3] The top factor for a poor impression is "body odor or bad breath" for both genders

When asked about factors that create a poor impression, "body odor or bad breath" ranked first for both men (46.9%) and women (40.9%). "Unkempt hair" ranked second for both genders (men: 19.4%, women: 24.3%). This highlights the importance of odor and oral care, in addition to visible grooming, in forming positive impressions.

[Topic 4] The top area men should improve: men say "skin," women say "hair"

When asked about the first thing men should improve, men chose "skin" (27.6%) while women chose "hair" (27.0%). Consistently, men themselves emphasize skin improvement, while women place greater importance on hair, revealing another perception gap between the genders.

Survey Overview: "Perceptions of Men's Grooming and Cleanliness" Among 302 Gen Z Respondents

Survey Name: Perceptions of Men's Grooming and Cleanliness

Target Group: 302 Gen Z males and females (139 males, 163 females)

Method: Questionnaire survey

Survey Period: April 2026

Conducted by: High school student team "QBrusher" (Shizuoka Prefectural Izu High School and Shizuoka Prefectural Shizuoka Higashi High School)

Comments from QBrusher (Ichikawa and Hori)

Hori:

We chose the challenging theme of "Men's Grooming" because I personally started grooming in high school, and it not only improved my appearance but also boosted my self-esteem and made life more enjoyable. This project allowed me to realize my dream of reaching many people on a scale impossible for ordinary high school students. I am deeply grateful to Qoo10 for treating us not just as students, but as partners. I hope this initiative becomes a standard practice at Qoo10.

Ichikawa:

I proposed this project hoping to inspire my peers who want to change but hesitate to take the first step. Small actions like styling hair or caring for skin can build confidence and lead to new challenges. Through this collaboration with Qoo10, I learned that business is not just about selling products, but about moving people's emotions and behaviors. I would be happy if QooBrush※1 could turn many people's "I want to change" into "Let's give it a try."

※1 "QooBrush" is the name of Qoo10's special project and feature page supporting "Men's Grooming," based on the proposal by the high school team "QBrusher."

About Mynavi Career Koshien

Mynavi Career Koshien is a national competition where high school students propose business plans to solve real corporate challenges. Participating companies evaluate the proposals, and outstanding ideas may be implemented in actual business operations. In the 12th edition, numerous teams from across Japan participated, and "QBrusher" was selected as one of the six teams advancing to the semifinals in the Qoo10 category.

https://careerkoshien.mynavi.jp/about2026/

12th Edition Presentation and Results: https://careerkoshien.mynavi.jp/fromstaff/2025secondstep/

Overview of the "Men's Grooming" Special Feature Page

During the Mega Sale period in July, Qoo10 will launch a special landing page on its official website titled "Men's Grooming for Making a Good Impression on Women." Based on the survey findings, the page will visualize the perception gap between genders and feature related products in the following categories:

- Skincare

- Haircare

- Fragrance care

- Oral care

Men's Grooming Special Page URL: https://www.qoo10.jp/gmkt.inc/Mobile/Special/Special.aspx?sid=364059

eBay Japan LLC

Headquarters: Akasaka Center Building 13F, 1-3-13 Moto-Akasaka, Minato-ku, Tokyo

Business: Operation of the online shopping mall "Qoo10"

eBay Japan LLC operates "Qoo10," a marketplace that creates fun experiences and delivers joy. Launched in 2010, Qoo10 offers a wide range of products across categories including fashion, beauty, sports, electronics, mobile devices, daily necessities, household goods, food, baby products, entertainment, books, and e-tickets. Through Qoo10, sellers (both individuals and businesses) can freely list products from Japan and abroad, while buyers can shop safely and securely.

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*The information provided is current as of the announcement date and is subject to change without notice.

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