Virtual hot-or-not

MTV is partnering with Ford Models and Elizabeth Arden on a quest for the most fetching avatar or virtual persona, reports Mediaweek.

The music network is working with Ford Models and Elizabeth Arden on the M by Mariah Carey's Virtual Ford Model Search. The M by Mariah Carey perfume is made by Arden.

The search asks fans of MTV's The Hills to enter that show's online virtual world. There they can create an avatar and enter the beauty competition.

Ford's staff of experts will offer both virtual- and real-world beauty advice to contestants, who also receive a virtual bottle of Carey's perfume.

The virtual realm is ripe for architects of beauty. Adrants reports that last month, Evian provided skin-oriented beauty tips for parched Second Life citizens.