When it comes to dating women and men are shallow, It would be a lie to stay only personality matters as people see your face and body first, how you dress and smell and overall fitness is the prime reason for someone to approach another.
Most Helpful Guy
"Objectification" is an feminist bullshit for the most part anyway. Yes men that say that they don't care about woman's looks/body are usually lying, and men tend to care about the other side looks more then women, and men are less likely to compromise on looks then women. It's part of the reason for why 'hot guy with ugly wife' is much more rare then the other way around.
Most Helpful Girl
I don't think anyone says personality only matters. That's usually said by (lying) nice guys and liars in general, some girls too to look "open minded".
The thing is, if it were ONLY looks, then yes it's objectifying. However, very few people date purely on looks alone. You may think men or women only want Big Tit Kelly or Chad Thundercock, but that's typically not the case.
I do think pageants objectify women, they try to make it seem like they don't with "talent" rounds and asking them intellectual questions (which many of them hilariously bomb) but it's mostly looks. Being willing participants doesn't negate the fact that they've been objectified to mere eye candy.0