<profiles>
    <profile>
      <id>local-profile</id>
      <properties>
        <local-profile-prop>local-profile-prop-value</local-profile-prop>
      </properties>
    </profile>
  </profiles>

  <activeProfiles>
    <activeProfile>local-profile</activeProfile>
  </activeProfiles>

     |       anything, you could just leave off the <value/> inside the activation-property.
     |
    <profile>
      <id>env-dev</id>

      <activation>
        <property>
          <name>target-env</name>
          <value>dev</value>
        </property>
      </activation>

      <properties>