I cannot find a solution for activating some Maven profile on release:prepare and release:perform (both) goals. Something like this:
This looks like a duplicate question. Please take a look at this question, it has an answer. maven release plugin ignores releaseProfile
Basically version 2.2.1 of the release plugin adds a releaseProfiles parameter that will allow you to define the profiles to enable during release.
http://maven.apache.org/plugins/maven-release-plugin/examples/perform-release.html
Unfortunately, it looks like there's a bug that will prohibit it from doing what you want...
Edit
One thing that I have used in this case is not using the -P argument, but rather triggering the profile through an environment setting using -Denv=release. Then in the POM, I have the profile activation based on the value of env. This has always worked for me.