Has this "Love Yourself" business gone a little mad? WikiHow even has an entry on guidelines and instructions on "How To Love Yourself." First of all, love is a state of being. It's not about doing. It's not based on expectations or deciding what to do with it or where to apply it. To be or not to be. That really is the question. It's hard to be when you're busy thinking.
Secondly, "love yourself" implies that somehow I can step outside myself and "love" me. How can I step outside my self and "think" about me and "tell" me who I am or how to "love" me? As one of my metaphysical teachers once said this is "both normal and utterly delusional." Of course normal as most of us are in the ego-state, that artificial, imaginary, not-self construct built to buffer us from Life's pains, stresses, and uncertainties. When most are "loving themselves" are they only validating and reassuring their not-self egos? This is the opposite of wholeness.
Each individual can tend to his or her own creative fire though. Otherwise known as chi or prana, some of us have more than others, some less. We can each attend to our energy within, whether it's a consistent matchstick flame or an inconsistent bonfire. In our not-self, we forget our flame or spark, dampen it or diminish it. We lose our power. Then wonder why we feel bitter or disappointed, frustrated or restless. I'm careful about that loving yourself bumper-stick quote, but I do love my fire and I love Lucy.