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From Citizendium, the Citizens' Compendium

Immortelle (French: immortal, everlasting) is a common name for flowering plants of the genus Xeranthemum. In English, they are some of many flowers called [everlasting] for their ability to keep their color a long time when dried and pressed.

Xeranthemum comprises several species of annual herbs which occur naturally in dry, stony habitats. When cultivated, they need well-drained soil. The flowers are dry and papery, giving the plants their Latin name, which means "dry flower".