Chrome shortcut to profile?

I had a local (Programs) install of Chrome with desktop shortcuts.
To my three google profiles (work, leisure, community).
As I changed to Portable Chrome (still "local", i.e. C:), sync and such works.

But I can't figure out how to make a shortcut to start ChromeP with a specific profile (person).
(I have been searching here, and googling.)
ChromeP always starts with the same profile as was previously active.

At first I just thought I'd change the path in the old leftover desktop shortcuts.
So, i.e. to
C: \Users\Public\PortableApps\GoogleChromePortable\GoogleChromePortable.exe --profile-directory="Profile 1"
… from the former Program Files (x86) equivalent.
(starting dir also changed to C:\Users\Public\PortableApps\GoogleChromePortable\)

Also tried to make a shortcut from scratch with the same parameters.
No luck.

What am I missing here?