According to Osho, the 'self' that society gives you—your personality—is only a mask and it dies with the body; in fact it is dead already. Your individuality, the authentic consciousness that is truly yours, is life itself. Live as individuality by dropping imposed roles and rebelling against conditioning; then death can only remove the mask, not your real being.
The pretend you ends at death; the real you—your own awareness—does not.