The role of Coulomb scattering is studied in the coherent transients of str
ongly driven exciton resonances in semiconductor quantum wells. Coulomb sca
ttering is treated within the second Born approximation and the light-induc
ed dressing of the electron-hole gas is consistently included. The light dr
essing is found to decrease the Coulomb collision efficiency and therefore
the field-driven dynamics is close to the Hartree-Fock case. Indeed, Coulom
b relaxation and dephasing are not strong enough to prevent a dynamical Sta
rk splitting in the pump-probe absorption spectra.