Inner beauty or outer beauty?

In Margaret Cho's beauty pageant, she focused on inner beauty rather than outer beauty, do you think beauty pageants could be changed into inner beauty pageants? Focusing on actually being smart, having a good personality, and being an actual 'real' person, rather than these super skinny, super tan, super fake 'beauty queens'? If so, would these pageants be as successful as they are now, or would they be laughed at and not taken seriously?