Lighting on the second one shows much more "modeling" and "mysterious" if you will. Women go for that.
The lighting on the first one is pretty even. A tip when it comes to photographing women, make the light as soft and flattering as possible. Women are obsessed with that kind of s--t. Sharp shadows can be very revealing when it comes to minor flaws (to you and me) but HUGE flaws when it comes to women. Her hair is also going basically "straight up". With the crop as tight as it is, that is a little awkward looking.