Hip, Urban, Real and Relevant are the four simple words that encapsulate the essence of the newly rebranded Miss Universe Malaysia 2010.

Synonymous with global beauty, sophistication and style, the Miss Universe franchise has long been in the limelight for selecting the most beautiful young women in the universe; but now, there is a new beauty queen in town: One that is smart, fresh, down to earth and possessing the qualities of a star - without the snobbery.

Led by former Ms Universe Malaysia 2004, Andrea Fonseka, the National Director of the pageant looks to make beauty queens more real, more approachable and yet with the poise and elegance that the world has come to expect of them.

"We want our Ms Universe to be perfect, but no girl wakes up with make-up on!" she said. "We (women) wake up with our hair in a mess, our faces unmade. This is what we're trying to do: Make our beauty queens real again."

Speaking of the need for something more than just external beauty, Fonseka stressed that the rebranding comes as the public's need for a beauty queen that not only bags on beauty, but on street-smarts, wits, humour, approachability and eloquence.

"I am fuelled by passion for this project", says Fonseka. When I won Miss Universe Malaysia, even though my Mum had done it before me, I really didn't have anyone there with me all the way, giving me advice on what to do and when, and how to react to different situations. I'm going to be that person for the 2010 winner; their conscience and advisor, helping them to make sure the road it easier and less tricky than it was for me".

And in line with that, the pageant has taken the search for Malaysia's most beautiful to a reality-level - a reality TV series that will follow the hopeful girls from the auditions all the way to the moment they grace the stage as Ms Universe Malaysia 2010.

"Contestants are not going to be judged on the pageant night alone, but also on their performance throughout the pageant week. Gone are the days where contestants only need to visit sponsors' venues and take pretty pictures. Pageant Week activities will be task-oriented; think Amazing Race plus America's Next Top Model style, which will allow contestants to showcase their interaction abilities in a variety of settings; something far more important than just looking good", Fonseka added.

Hopeful contestants can register their interest online via www.missuniversemalaysia.com.my. More information can be found there as well.