The Romanians I knew changed the profile regularly for a variety of reasons.
While they were touring they did it to disguise their tracks - they didn't want the authorities to be able to trail them from site to site. So a location move often meant a new SIM card and new photos with different makeup and hair. Or stolen photos.
Its also done - especially when staying in an area long-term - in an attempt to refresh the girls local image and possibly convince punters she's "new" in the area so something new to try.
Multiple profiles are there to either confuse the market by increasing the girls chances, or else to sell to different market sectors. e.g. a girl may have multiple profiles, one offering sex, one massage (there's an example like that in Burnley at the moment). Or more worryingly, there's a bareback gang touring the north at the moment with multiple profiles, some offering bareback some not so the girl appeals either way (as long as the punter doesn't look too hard at the other profiles)
One Romanian girl I know changed profiles because a pakistani in Blackburn tried to "take over" and become her pimp / controller. There were threats of violence. She did a midnight flit to Preston, changed her hair and makeup and created a new profile.
Some girls have profiles created by their agency/parlour, with a second profile for their own direct work. Or two profiles with different ages say 24/34 to appeal to different types, or different clothes styles