Because attempting to appeal to 2% of the population while pissing off 35% is such a good business model and has worked so well for JC Penny and Target.
/sarc
I used dove from 99 cent stores until today, no more, ever. Get that Unilever?
I think the transgender population is more like Zero Point 2 or 0.2 percent. Pure insanity on the part of Dove.
First rule of Capitalism: If you wish to be successful, do NOT intentionally pizz off half your potential customer base.