What is the soft pink flower, and what helps it stay at its best?

The plant is a plumed celosia, in the genus Celosia. The narrow, soft pink flower heads are typical of this group, unlike the folded, ‘brain-like’ cockscombs also found in the same genus.

It needs a bright position, preferably full sun. It does best somewhere warm and sheltered in fertile but well-drained soil; it dislikes cold, wet ground and often slows as autumn cools. In Sweden it is therefore usually grown as an annual, and in early September it is more a plant to enjoy now than one to plant for a long outdoor season.

It works well in pots, window boxes or as summer bedding, provided the compost does not dry out completely between waterings. To keep it attractive, maintain even moisture, give regular weak feeds and remove spent flowers.