I've been using coconut oil on my skin for a couple years. The key is to use it generously and frequently. My skin drank it up and asked for more.
It started out bad -- my skin felt tight, dry and ROUGH. Even my finger tips felt like they had snags. I kept applying it and eventually, the old rough skin was sloughed off. The new skin was baby smooth!
Sun damaged brown areas on my face faded. Smile lines softened. Scars diminished. The undereye area seems to have improved -- shadows not so dark & no puffiness.
I find it best to apply coconut oil right after bath or shower. It absorbs best into the moist skin. On my face, I apply a moisturizing gel after the oil has absorbed.
I also use it on my feet, where it got rid of my athletes' foot! My toenails are almost clear -- the tips of the nails are still a bit yellow, but they are almost grown out.
The best story is that I was asked for ID at Whole Foods the other day. I laughed, but the checker looked expectant. I realized he was serious. I'm closer to 50 than 40, so I thanked him as I showed my ID.
I look younger now than I did 5 years ago. I've done lots of things to improve my health, but on the surface, my skin, coconut oil helped the most.