Genus - Helenium
Helenium is also known as Sneezeweed or Helen's Flower. It acquired the sneezeweed name because of its use as a dried snuff. After inhaling, a person was sent to sneezing and supposedly, in the process. eliminate any evil spirits. The Helen's Flower legend is that this was the flower that grew in the area where Helen of Troy shed her tears.
Helenium, once established are drought tolerant. Deer and rabbit resistant.