Actually, as with many Helichrysum, the 'flower' is actually an umbel. This is basically a collection of tiny flowers that all rise from the same point on a stalk, and form a flattish top - think umbrella. They remind me of little landing pads for insects flying over the grass in search of food.
Its a fast-growing perennial with hairy grey-green leaves. It flowers towards the end of Summer, as most other flowers are starting to go to seed. It reaches about a metre in height, and spreads out about 1 metre wide.
It looks spectacular when planted in large groups.
It generally prefers sun or light shade, rich well-draining soil in summer rainfall areas.
The umbels make excellent long-lasting cut flowers.