From the 1934 Ladies’ Home Journal comes this not-so-subtle message that if you don’t immediately purchase Djer-Kiss perfume, the only lovin’ you’ll get is when you kiss yourself in the mirror. Then again, if a fella catches you doing this, you can also kiss your dating life good-bye.

Or maybe (after a third read of the text below), the message is, “Buy this perfume and you’ll be so irresistible, you won’t be able to resist your own beautiful self.”

Not sure which message is more disturbing…

People in general and women in particular have great difficulty telling people, “No.” As a result, we get worn down, stresssed out, double-booked and overwhelmed. It’s not good.

In the book Be Careful What You Pray For, author Larry Dossey tells about an interesting study involving AIDS patients. Researchers found that some of the patients were living well beyond their anticipated life-span. Their secret - a common  personality pattern - was found in the answer to a single question: If a friend asked you to do a favor and you didn’t want to do it, could you refuse the request?

All of the long-term survivors said that, yes, they could refuse a friend.

Perhaps part of true authenticity is allowing a little of that God-given selfishness and self-preservation to bubble to the surface. Children (such as six-year-old girls) do this quite well and quite naturally, too. Grown-up girls, don’t do this so well. But extra-grown-up girls (middle-aged women) sometimes re-learn that a little selfishness can be good.

Women, as they age, start to shed the many layers of fake personas that the world (and/or society and/or parents, etc.) have forced them to cultivate. Buried underneath all those layers of regret and coulda/shoulda/wouldas, you’ll find a woman’s authenticity. And as that true self emerges, women start to find a little peace and a little joy and a little contentment. And that’s when their real beauty starts to shine. And that’s also when their self-esteem starts to recover.

And this helped me to understand another question that plagued me: Why are women so unhappy with themselves? Maybe it’s because they’re so busy playing so many roles for so many people that they have utterly forgotten what made their once-six-year-old heart sing with joy. While countless self-improvement books urge women to get outside of ourselves and focus more on someone else’s real needs, I know plenty of women who need to focus more on themselves, and less on the rest of the world.  As Dossey’s example shows, selfishness has salutary benefits too.