"The name echoed in her ears like a great cathedral bell, and flamed in front of her eyes, even on the labels of ointment pots." Flaubert's heroine Madame Bovary approaches the pharmacy curiously, and despite her spiritual delirium, observes the labels, memorizing the sign, almost as to remember its placement. But this piece of paper glued to the product, which eyes the consumer, inviting her to partake: is it merely a marketing tool?

Thanks to labels, as well as to brand names, from the 18th century onward, the mountain had become recognizable, and perhaps it is no coincidence that the oldest labels indicate elixirs and pharmaceutical products. The fortune of the mountain was born with the 18th-century day-hiking scientists, who documented every landscape, every flower, every animal, making use especially of etching.