Baby Rash??

Trista • 16 years old and due date on October 28th 2015 💙 having a little boy named Forrest Nathaniel Keister 👶🏻
Anyone have any clue what rash this could be? I have to call the doctor but they can't get me in right away Because of the holiday. It's not a heat rash I know that much because it's been there for a few days and some days it looks better than others. I've been applying coconut oil on it for 2 days now to help mosturize it. It doesn't seem like it itches or bothers him at all but I hate seeing his face like that!! Makes me worry. Does anyone know what caused this or what type of rash this is? I'm a first time mom. 
By the way, it's ONLY on his face, head, ears & neck!! No where else!!