why young men and women join beauty pageant?

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Beauty pageant is a competition based mainly, but not always entirely, on the physical beauty of its contestants. Competition for men and women are seperate events. Beauty contests for women are very common and the winners are called BEAUTY QUEENS. Beauty contests for men are more likely to BODY BUILDING contests. In every contests, I think there is a discrimination. How do they handle it? How do judges and people judge a contestant? Is it in physical looks or in mental capacity? What is their criteria?